This spring, the Outdoor Power Equipment Institute’s (OPEI) Look Before You Pump campaign will trickle into retail stores Lowe’s, Walmart and True Value Co.

Identifiable by a red warning hand symbol indicating “OK” for 10 percent ethanol and “No” for mid-level ethanol blends, such as E15, E30, E85, Look Before You Pump reminds it is harmful and illegal to use higher than 10 percent ethanol gas in any outdoor power equipment or other non-road product, such as boats, snowmobiles and motorcycles, with the exception of “flex-fuel” engine products.

Independent dealers began using the Look Before You Pump message in stores on the heels of the 2013 GIE+Expo in the fall.

“We’ve been very pleased with the level of support for Look Before You Pump from retailers and dealers who sell small engine and outdoor power equipment,” OPEI CEO Kris Kiser said. “They understand the importance of cautioning American consumers and the business owners whose livelihood depends on our equipment to be more mindful at the gas pump. It’s imperative that the consumer is educated about the changing fuels marketplace and getting the right fuel for the right product.”

Lowe’s and Walmart will show their support through in-store signage and circulars, and True Value  will highlight the program on the back cover of its spring outdoor power catalog.

Additionally, Scripps Networks Interactive’s DIY Network is promoting the program through social media, custom research and in-show messaging. 

“OPEI’s Look Before You Pump campaign is exactly what our stores need to meet the challenges posed by higher ethanol fuel blends,” said Ken Goodgame, senior vice president and chief merchandising officer at True Value. “We used to see about a 70 percent fuel related failure rate, but now with E10 and E15, we find that up to 80 percent of all portable and four-stroke OPE failures that come back in our stores are related to fuel, so we recommend customers use a fuel stabilizer. Ethanol has proven to be a corrosive and problematic fuel additive, and we are keen to share the Look Before You Pump warning with our customers.”