By: Meggie Foster ​

As consumers we are bombarded by marketing campaigns claiming bigger and better products, and services that offer to simplify and improve our daily lives. Oftentimes, it is difficult to sift through the clutter as to what is factual and what is a half-truth marketing claim set out to confuse or convince us into purchasing products or services we may not necessarily need.

The reality is that some products and services are indeed worth the additional cost if you consider value and not price. From a business perspective, if you calculate that the product or service will create long-term profit for your business then ultimately the higher-priced product may be worth the upfront investment. Or perhaps, if the premium product brings added-value including an extended warranty, a product guarantee, additional service or a network of proven experts, then the added cost may be warranted. Understandably, it is human nature to be skeptical of marketing claims especially when as customers we may have been deceived in the past.

When I was a first-time mom shopping at the grocery store for infant formula, I recall wanting nothing but the best for my daughter. I quickly noticed some name brands were nearly 20 to 40 percent more expensive than the generic brands. That is a significant cost difference especially when you consider an infant drinks 24 to 30 ounces a day for most of their first year. After additional research, I determined that nearly all infant formula is the same nutritional formulation aside from a few exceptions and relative to taste preference. In fact, according to the Food and Drug Administration (FDA), all formula marketed in the U.S. must meet the same federal nutrient requirements, which are set at levels to fulfill the needs of infants. Although infant formula manufacturers may have their own proprietary formulations, brand name and generic formula must contain at least the minimum levels of all nutrients specified in FDA regulations. 

Ultimately, the choice and the responsibility to delineate value and determine preference is the customers. The buying decision is simple when the product or service demonstrates proven value and improves the bottom line. A farmer-owned cooperative in Indiana known as CountryMark refines and markets premium, high-quality gasoline, diesel fuel and lubricants. A general consumer may not be able to comprehend the difference between diesel fuel products in the marketplace. But there is a distinct difference particularly between a standard No. 2 diesel product and a premium diesel fuel. CountryMark refines a unique, premium diesel fuel called Premium Dieselex-4 (PDX-4) proven to bring added-value to the marketplace for several reasons. First, the refining process begins with local, light, sweet crude oil, refined to the highest specifications at the CountryMark refinery in Mt. Vernon, Ind. Fuel quality is protected as the product travels north along a 238-mile private pipeline to one of three CountryMark-owned terminals. Meanwhile, fuel quality and cleanliness is comprised with other brands because their fuel is intermingled with others across the country. In addition, the term premium is quantified because of the substantial additive package in PDX-4. The number “4” in the product name stands for lubricity, detergency, cetane and stability. Added lubricity in PDX-4 minimizes the wear and tear on fuel injectors and injector pumps, which leads to less downtime and extends the life of the engine. Added detergency helps maximize combustion efficiency, minimizes maintenance costs and also eliminates downtime. Added cetane improves engine performance, improves combustion and lowers emissions. Added stability reduces the fuel deterioration process, which leads to longer fuel life and assured performance. In addition, PDX-4 winter fuel is designed to withstand the coldest winter weather conditions to prevent fuel gelling and keep diesel engines running smoothly day and night.   

But if you don’t believe me, take it straight from a loyal CountryMark customer. A home-based fleet owner/operator in Bluffton, Ind., said, “In this business, I have learned that it doesn’t pay to run cheap fuel. With CountryMark’s PDX-4, we have seen a one-half to three-quarter percent increase in fuel mileage which equates to a 3 to 5.5 cent savings per mile or $4,500 to $5,000 savings every month and up to $50,000 to $60,000 a year. Premium quality fuel really makes a difference to our bottom line.”  

So there you have it, there are proven benefits to a premium diesel fuel product such as CountryMark PDX-4. Still skeptical? As an educated customer, be sure to research the options, weigh the benefits and determine what works best and what creates the most value for you and your business.