In the Biodiesel marketing area, the Iowa Soybean Association works to increase demand for soy biodiesel among 2 target markets that account for more than 90% of all diesel used in Iowa (farmers and truckers). Mechanics, equipment and truck dealerships are important targets since they have great influence over their customers. The Iowa Soybean Association also focuses on biodiesel availability through farm fuel dealers and truck stops in addition to marketing to the end user. A comprehensive marketing program is tailored each year to the issues unique to these 2 markets.