29 Oct 2003

Maxol Wins National Award for 'Quality Assured Fuel' Initiative


The Maxol Group acquired a controlling interest in Connors Fuels Ltd. in October 2000 and has since extended and re-imaged the company as Maxol Direct. It has now completed the purchase of the remaining shareholding in the company from the O’Connor family, in accordance with the previously agreed procedures.

Maxol has picked up a national award for its Quality Assured Motor Fuels scheme devised to help retailers combat the unique difficulties of retailing fuel in Northern Ireland and curb illegitimate trade.

The award named Best Oil Company Initiative 2003 was presented to Brian Donaldson of Maxol at a glittering evening of entertainment at the Royal Lancaster Hotel in London recently and formed part of the Forecourt Trader of the Year Awards, the petrol retailing industry’s most prestigious annual event.

Commenting on the win Brian Donaldson General Manager, Marketing and Retail of the Maxol Group, said: “Our quality assurance scheme was launched in August 2002 as a means of guaranteeing that fuel sold by participating Maxol retailers was legitimate. Since the scheme was launched we have experienced an upsurge in both petrol and diesel sales proving that the campaign has been successful in highlighting the dangers of using laundered product to the public.”

The Forecourt Trader of the Year Awards were first launched in 1996 to reward excellence in the petrol retailing sector, and by so doing, promote high standards of professionalism in an increasingly competitive sector of the retail trade.

Maxol won the Oil Company Initiative award against stiff competition from other oil companies across the UK with judges looking for initiatives designed to enhance a company’s petrol retailing operations.

The initiative could relate to any aspect of the business – on both company owned and dealer sites – from the forecourt, shop, promotion, pricing policy, to retailer contracts, distribution and so on, but had to ultimately benefit the overall profile and success of the operation.

Gulf Oil was named runner up in the Oil Company Initiative award for the roll-out of the Gulf brand on nearly 100 forecourts in the past year, having perceived the need for a strong brand to support the smaller independent operators.

The annual competition is divided into five regions – Scotland, Northern Ireland, Wales, and the North and South of England, with awards in each region going to the three main categories of forecourt operation - independent, franchisee and company owned/managed. There are also 11 specialist categories recognising various disciplines in the shop and on the forecourt.
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