A growing network

Expansion amongst other things has been high on the agenda for Top Oil this year. Having recently signed deals with two new authorised distributors, the company is committed to developing its brand and maintaining its foothold as a market leader across the fuel sector.
John O’Donovan, national reseller manager with Top Oil says the company prides itself on providing a true end-to-end solution from port to pump, to ensure the best quality products for Irish consumers.
New partnerships
Talking to Fuel Oil News’ Irish correspondent, Aine Faherty, he outlined how the group has concentrated on forming partnerships with/supporting authorised distributors across the country. “The investment we’ve made in the brand over the last 12 months has been very well received,” he explained.
Whilst in recent years, Top has seen the industry move away from contracted and branded distributors, the company believes that this has shifted, with distributors now recognising the importance of having a national brand on their fleets and in their depots. “With some uncertainty on how supply lines will develop over the coming years, distributors are re-evaluating their position and this is working in our favour,” adds John.
He believes that it’s not just price attracting resellers to the brand, but also the extra support and backup it offers. “The last few years have been difficult for oil distributors, volumes have fallen and there are tighter margins,” he told Fuel Oil News. “Distributors have had to adapt to facilitate lower order sizes, overhead reductions and changing customer credit culture.”
Killarney Oil is one of Top Oil’s newest authorised distributors. As a business that has been operating since 1991, it supplies the domestic, commercial and agricultural sectors in the County Kerry tourist town, as well as the hospitality sector – servicing a large number of hotels and B&Bs.
According to Asumpta O’Donoghue, who manages Killarney Oil with brother,
James, the company chose to partner Top Oil because it is a national brand with a well established network across the country, and in particular, Kerry. “We believe that by being a branded distributor, delivering quality assured products, it gives our customers peace of mind,” she commented.
Asumpta also believes that the business support and advice they get from the Top Oil team is an important aspect of the partnership. “They keep us up to date on changes in the industry, stock management, credit, pricing and marketing. Last winter when there were issues with kerosene supply across the country, we were always supplied with product, which was invaluable.”
With a clear focus on developing its network of authorised distributors, Top Oil’s latest signing is Doran Oil of Cashel, Co Tipperary, bringing the total number of distributors to 30.