Two more Ascona sites are also to be re-branded to Valero during October – Ascona Crossways in Neyland and Ascona Tenby Road near Carmarthen.
Pembroke association
Valero has a long association with the Pembroke area. The company owns and operates the Pembroke refinery, as well as a fuel terminal at Waterston near Milford Haven, making the Ascona service stations and Pembroke a natural fit for the introduction of the Valero brand into the UK.
The opening marks the first foray into the UK retail sector by US-based energy company Valero Energy under the Valero brand. The company has a long and successful history of retail fuel in the US and Mexico, with over 6,000 outlets representing the brand. It’s the world’s largest independent fuel refiner, and the world’s second largest producer of corn ethanol and, through its joint venture, of renewable diesel.
Since buying Pembroke refinery and the UK marketing and logistics assets in 2011, Valero has made considerable investments in its logistics infrastructure and network, allowing the company to develop into one of the most reliable distribution networks in the UK for retailers.
Bringing the brand to the UK
“The natural progression for the company was to bring the Valero brand to UK forecourts,” said Valero’s vice president of UK commercial operations, Chuck Pettibon: “We’re extremely excited to be launching the Valero brand in the UK. It’s a very attractive image that offers large and small fuel retailers the option for a new look to their forecourts. Retailers have asked when the brand would be introduced into the UK, and now it is.”
Consumers will still get the same high-quality fuel as with the Texaco brand, the brand under which Valero already markets their fuel, and retailers will continue to receive the same high level of customer service, a reliable supply network and competitive pricing.
With ownership of the Valero brand, the company has greater flexibility to determine what can be offered and how it can be aligned with Valero’s corporate ethos.
The Valero brand has a strong community ethic, and this community spirit will be offered to Valero-branded retailers, supporting their community and charity efforts and together, giving back to the community through charity events or volunteering. Valero is keen to partner with Ascona on their community outreach initiatives.
Going forward, Valero is focused on demand-driven, organic growth of the Valero-branded retail sites.