United Soybean Board Joins Furniture Row's Car of the Heartland Program

DENVER, Colo. (Nov. 21, 2009) -- Furniture Row Racing announced today that the United Soybean Board (USB) has become the team's first financial partner for its Car of the Heartland, the official car of the American Farmer and Rancher.

The Denver-based team is slated to run the full 36-race NASCAR Sprint Cup schedule in 2010 with Regan Smith as the driver.

The USB involvement as a NASCAR team partner will primarily focus as a communication means of informing the American public about the importance of soy biodiesel and soy-based products. Soy biodiesel is a fuel alternative produced from soybean oil. Biodiesel contains no petroleum diesel, but it can be blended with petroleum oil.

"Having the United Soybean Board join Furniture Row Racing as a partner is a great start to our Car of the Heartland program," said Joe Garone, general manager of Furniture Row Racing. "We are proud to be affiliated with America's 393,000 soybean producers, and we are confident the United Soybean Board involvement will be a catalyst for additional agricultural industry leaders to join our program."

Garone added, "The objective of the Car of the Heartland program is to help reconnect America with its agricultural roots by communicating agriculture’s positive messages to millions of NASCAR racing fans every week."

To kick off the new partnership, the No. 78 Funiture Row Chevy will carry a United Soybean Board presence on the rear quarter panel in Sunday's Ford 400 Sprint Cup season finale at Homestead-Miami Speedway.   

Furniture Row Companies, one of the largest family-owned specialty home furnishings and bedding retailers with more than 330 locations in 31 states, has soy-based furnishings in its retail stores, including Denver Mattress products, which utilize soy-based foam.

The Furniture Row Companies is comprised of five specialty store brands including: Sofa Mart, Oak Express, Bedroom Expressions, Denver Mattress and Big Sur Water Beds.