Grand designs

Ingoe’s brand new Tasca tanker
Ingoe’s brand new Tasca tanker
Although still a young company, Rochdale-based Ingoe Oils has big ambitions. Liz Boardman spoke to managing director and company owner, Jordan Ingoe about establishing the business and his plans for future expansion.
A learning curve
Having bought the Fern Street Depot and existing fuel business in 2009, former industrial boiler engineer, Jordan, has taken time to immerse himself in the industry before really pushing the company forward over the last twelve months: “I am brand new to fuels,” he admits. “The last three years have been a massive learning curve for me. Although I already held Class 1 and 2 licences I’ve had to gain the necessary health and safety qualifications and ADR training and take on more staff.”
In addition to long-standing yard manager, Chris Quint and sales manager, Stephen Gomersall, Jordan has recently taken on sales advisor, Janet Thornton and a full time tanker driver, Brian Leach, who is bringing many years of experience with him, freeing up his time and allowing him to concentrate on developing the business further along with his partner, Rebecca who is also director and company secretary. “Over the last few months we’ve had some stumbling blocks to overcome and I’ve been doing all of the deliveries, but now I have a full-time driver, I can really focus on moving the business forward and increasing deliveries over the winter.”
With 70,000 litres of storage in brand new tanks from UK Bunded Fuel Tanks, fuel is currently bunkered in by BWOC and Tate Fuels. However the company has now started pulling out of Manchester Fuel Terminal.

Attention grabbing – Ingoe’s miniature tanker – Minnie
Attention grabbing – Ingoe’s miniature tanker – Minnie

Fleet expansion
Yet to experience a full winter heating season, Jordan’s hoping that recent investment in equipment and the fleet will stand the company in good stead. Just over a year ago the company purchased a brand new loading rack from Maine Tankers, which has already proved its worth. In addition to this Jordan has invested in two brand new rigid Tasca tankers (a 14,000 and a 9,000 litre) and an off-road vehicle for winter deliveries in difficult to access areas, which if last year’s bad weather is anything to go by, will be extremely busy.
Mounted on DAF chassis, both tankers are equipped with Touchstar telematics, Fuelsoft back office software, Mechtronic metering and VisiLevel and Collins Youldon reel and hose.
The company has recently built a mini tanker for promotional purposes. Although driveable and identical to its bigger relatives, the tanker, named Minnie, will not be used for making deliveries. Minnie made her debut at the Halifax Show in August, where it received a huge amount of attention – not least of all from Jordan’s 18 month old son, Chace.
Branding the business
Although Jordan has no formal marketing training, he and Stephen have done all the marketing and promotional work themselves. From the eye-catching smile logo, to the bold corporate colours, which have been recently picked out in the company’s newly decorated offices and the mini tanker, Jordan and Stephen have worked hard to get the business to its current position. “I wanted a logo that was friendly, familiar and instantly recognisable so that if you removed the company name, people would still know the brand,” he said.
What’s next?
The website is the next big project for Ingoe Oils. Although the company already has a website, changes are afoot, as Jordan explained: “We have just started using Fuelsoft’s web ordering software which is great but I now want to soften the website and make it more accessible to domestic customers. I use Google AdWords and seem to be spending more each month, which is a good sign as it shows people are clicking on the website.”
At 28, Jordan must surely be one of the industry’s youngest owners but that hasn’t curbed his ambition in any way. “We currently operate a 30-mile radius around Rochdale but I’m keen to move into areas such as Cheshire, where we already have one big customer. I’d like to open a depot in Cheshire in time, and eventually base the business there, whilst still keeping a presence in Rochdale.” Before that though, Jordan is focussing on getting his first full winter season under his belt and by the sounds of it, the company is more than ready to meet the challenges ahead.