Pedro's Suburban pilot, Karl Wiedemann, told the IB staff during a recent visit, "we got an e-mail that asked us to send them a bunch of tamales." Co-founder of Pedro's, Andrew Herrick, also has an interest in Low Rider Promotions, Reese Brown's outfit that is responsible for putting together the Crested Butte and the New England Fat Tire Festivals. Low Rider gets questions about how to make the front end of their Chevy bounce.

Are these examples of questionable marketing? Or does the departure from bland, predictable identities help set their work apart from the rest of the industry?

Since their 1989 launch, the people of Pedro's have established their company as a leader in the design and manufacture of environmentally friendly cycle products. They offer a full line of lubes, degreasers, grips, bags, levers and clothing that have become "the goods" for those who work in the industry.

Shop mechanics, racers and serious riders have learned to trust Pedro's products. The introduction of Synlube set a standard for providing muck-free lubrication in the stickiest of conditions. This success allowed them to begin a grassroots sponsorship program for racers worldwide, tapping into a market that has given Pedro's a folk-hero status among the cycling community.

What could have been a challenging battle for a marketing niche has turned into a shining example of brand awareness. Riders recognize that Pedro's has made a serious effort to use biodegradable and recycled materials to manufacture their products, and they understand that these products are designed specifically for the demands of off-road riding.

A company that once shipped their lube in containers with hand-written labels is now a multi-million dollar business that is recognized on every continent. Pedro's has once again caught their competition napping with the development of their new Blow Out Saddle Bag, a stash for your gear made entirely from recycled inner tubes.

For more information on Pedro's including how to get your free catalog, join their race team or catch up with their new Chevy Suburban at an event, call 800/887-5588 or e-mail pedroslube@aol.com.

Their current line of products includes:

Blow Out Saddle Bag
Instead of dumping inner tubes into a landfill, they have been used to construct this sweet bag for your tools and gear. Retail $20.

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