In a traditionally male-dominated industry, one company is standing out – not just for what it does, but for who it empowers. New Era Energy, an Essex-based fuel distributor, is proudly championing both sustainable energy solutions and gender inclusivity, with a number of strong, influential women among its leadership team.
Claudia Weeks, Community Content Lead for Fuel Oil News, met with Amber Geggus, Director of Renewables, Melissa Lancaster, Brand Manager, and Laura Lewis, Commercial Sales Manager, to hear about their experiences as women in fuel distribution as well as the vital role New Era’s sustainability ambitions played in attracting them into the sector.
Amber, Melissa and Laura also shared with Claudia their thoughts on the industry’s future and its approach to the energy transition.
The women of New Era
At the heart of the business team at New Era Energy are Amber Geggus and Dixie Patel, the company’s trailblazing female directors. Joined by Laura Lewis, Head of Sales; Vicky Finch, Head of HR; Rebecca Goorannah, Finance Lead; and Kellie Mann, Head of Finance Operation, all of whom are setting new standards for leadership in the fuel sector.
Melissa Lancaster, Brand Manager at New Era, credits the company’s strong female presence as a defining factor in her own career: “I would never have envisioned myself working in this industry if it weren’t for the incredible women at New Era. Their expertise, innovation, and commitment to change are truly inspiring.
“New Era Energy’s mission certainly extends beyond breaking gender barriers,” Melissa continues, explaining more about New Era’s philosophy. “It’s also about leading the charge in sustainability. We were one of the first fuel distributors to distribute and champion Hydrotreated Vegetable Oil (HVO) in the UK, a renewable fuel that can reduce carbon emissions by up to 90%. And, New Era Energy isn’t just selling it, they are using it. The company has transitioned its own fleet to HVO and is actively encouraging clients to also make the switch.”
“We practice what we preach,” says Amber. “We won’t settle until HVO is widely recognised as a leading clean fuel option by the public and the government.”
Giving drivers the power
Now, New Era Energy is taking things a step further by forming a partnership with Safe Planet Fuels to bring HVO to forecourts. Under the partnership, the Karan Newtoll Service Station in Wisbech has become the first independent service station in the region to offer HVO at the pump – marking a major milestone in the journey towards a more sustainable fuel future for the business.
Craig Childs, Director of Safe Planet Fuels, emphasises the significance of this move: “This isn’t just about providing a fuel alternative; it’s about changing the way people think about their carbon footprint. By making HVO widely available at independent forecourts, we’re giving drivers the power to make an immediate difference.”
James Hunt, CEO of New Era Energy, echoes this sentiment: “We are committed to driving change in the fuel industry. Partnering with Safe Planet Fuels allows us to make HVO more accessible to everyone, from commercial fleets to everyday motorists.”
The New Era team
Claudia spoke further with Amber, Melissa and Laura to find out more about these exciting business developments and their experience of working in the industry.
Looking back to what originally attracted them into the industry Amber reflected: “What drew me to the fuel industry was the opportunity to be part of something with real-world impact, especially in the renewable fuels space.
“Before this, I spent eight years in sales but often found it difficult to feel connected to the products I was selling. That changed when I began working with sustainable fuels. Being passionate about what I’m selling has completely transformed how I approach my work. It’s not just a job anymore, it feels meaningful. This industry has been a big shift from my previous experience, it has aligned with my values and given me a renewed sense of purpose in my career.”
Laura similarly had no previous connection with the sector: “I started my career cold calling homes, selling solar panels to domestic customers, then went on to a sales role at Mercedes Benz. When the opportunity came up to work at New Era, I had no expectations (and knew nothing about fuel!) but an interview with James Hunt sold me the dream and I’ve been living it ever since!
“I am now the Commercial Sales Manager. I’m responsible for nine successful Account Managers and six hard working Administrators. It’s my job to make sure the Commercial Team is buzzed up every day and working to full capacity.”
An ambitious sustainability focus
“Before joining New Era, I was freelancing as a Creative Lead and Brand Designer,” Melissa shared, explaining her journey into the industry. “I was building a solid client base (within the Health and Beauty industry) while also working in London at Momentum Worldwide.
“Vicky Finch from New Era Energy’s HR team reached out after I had been sending out my CV. After three years of freelancing, I realise how much I value being part of a permanent team, having the chance to make a real impact on a business and being there to celebrate the wins. Freelance work can be unpredictable and while it’s rewarding, you don’t always get recognition at the end of a project.
“I’m now the Brand Manager at New Era, responsible for keeping the brand consistent across everything we do, from designing the look of our tankers to creating strong partnerships with customers and reinforcing the values that define New Era. A key part of my role is making sure our brand not only stands out but also aligns with our mission to become the greenest fuel company in the UK.
“What really attracted me to New Era was its sustainability focus and ambition to become the greenest fuel company. That vision stood out to me, and I was intrigued by the challenge of getting this story out there. The fuel industry is a completely new space for me, but that’s what excited me about it.
“It’s fast-moving, evolving and has a real-world impact. While my background is in creative industries, the core skill, strategic thinking, problem-solving and brand storytelling, are just as relevant here. The opportunity to bring fresh ideas to a traditionally less creative sector while supporting a company making real sustainability strides was something I couldn’t pass up.”
Gender diversity in the industry
In common with many industrial sectors, the downstream fuel industry has traditionally been a male dominated space. Claudia was keen to hear more about the experience of gender diversity within New Era and the broader industry.
Melissa began: “At first, I was a little daunted by the fuel industry, not because it’s male-dominated, but because of the sheer amount of knowledge within the team. The male directors and transport team weren’t intimidating because of their gender, but because their expertise was so extensive. I remember thinking, “How am I ever going to learn all of this?” But from day one, they’ve been generous with their time, open to fresh ideas.
“I’ve been lucky to shape my role creatively and the focus on sustainability and real-world impact made stepping into this industry feel natural. Many women connect with protecting mother nature and driving change, but fuel also powers healthcare, innovation, and human connection.
“New Era helps keep hospitals running and communities thriving. If the industry highlights its role in sustainability and essential services, more women will see the value in joining.
“The industry is male dominated, but that doesn’t mean there isn’t space for women to lead, innovate and make a real impact. And at New Era, I see that happening every day.
“New Era is hiring more women than ever, and it’s great to see women of all ages contributing to the company. It’s one of the best workplaces I’ve been in because there’s no discrimination, no ageism or sexism. People of all generations work side by side and make an impact.
“Colleagues can support women in this industry by encouraging women to ask for what they deserve. Women don’t always ask for what they deserve, I am guilty of this even now. It’s about changing the narrative, acknowledging our efforts without waiting for us to push for recognition.”
A culture that values women’s input
“It can be quite intimidating coming into this industry as a woman,” Laura noted. “I think it has given me a thicker skin but also allowed me to learn to view business in a unique way. Being taught by strong minded, driven, and successful businessmen has made me realise it’s not always about gender, it’s all about mind set. It would be great to see more women managing and directing in this sector – I think it would help attract even more women into the industry.”
Amber gave some expert advice for women joining the industry: “You don’t need to know everything to start. Just start. You’ll learn, adapt, and grow as you go. And your fresh perspective might be exactly what the industry needs. Be yourself and be present. Don’t let the traditional reputation of the industry intimidate you, there’s more space than ever for fresh thinking and new voices.
“Bring your energy, your ideas, and your perspective, they’re needed. (Women get sh*t done!) Be curious, ask questions, and most importantly, don’t be afraid to take up space.”
Melissa also added advice for women entering the industry: “My advice would be to stay confident and trust in your abilities, but don’t be afraid to ask questions or seek more information when you need it.
Keep communication open, embrace challenges. The more you learn and stay curious, the more you’ll grow.”
Sustainability
Claudia asked for Amber and Melissa’s thoughts on the industry’s current actions and thinking on sustainability and whether they believe it can make a big difference?
Amber responded, “To be brutally honest, I do not think businesses in the industry are doing enough. As an industry, there’s a lot of talk about sustainability, but not enough action.
“Too many businesses say they want to look into greener options but then put it off or wait for a “perfect” solution that is the same price or cheaper than the current option which in reality isn’t possible. We all know you must pay more for a premium and better product.
“We need to start making changes today, not tomorrow, not next year. HVO is a ready-to-go, practical option that businesses can adopt instantly. It requires no modifications to your current fleet or equipment, it’s fully OEM-approved, and you can phase it in gradually if preferred (one tanker, one depot, one region). It’s not the final answer for 2050, but it’s the best transitional fuel available right now with the lowest barrier to entry and a minimal cost increase.”
Make a difference, be accountable
“We all have decarbonisation goals,” Amber continued. “And we simply can’t afford to bury our heads in the sand. Yes, electric, hydrogen, solar, and LNG all have their place in the long-term energy mix. But for many sectors, diesel is still the reality, and HVO is the most effective drop-in replacement available today.
“If we truly want to make a difference, we all need to take action and be accountable.”
“The industry is making real progress in sustainability,” added Melissa. “However, awareness of HVO still needs to grow. That’s why I’m always spreading the word. I’m personally excited about the energy transition. It offers huge potential for sustainable change and I’m proud to be part of it.
“Customers are becoming more conscious of their environmental impact too and are increasingly looking for sustainable alternatives. There’s growing demand for cleaner energy solutions.
“At New Era, we run our fleet on HVO, showing our commitment to real change. More projects are adopting it, and now it’s about driving awareness further to keep the industry moving forward. New Era Energy is focused on one thing, becoming the greenest fuel company in the UK. Growth and acquisitions might come, but everything we do is driven by that vision.”
The best business advice
Claudia asked for their best business advice:
Laura: “It has to be some famous words from James Hunt, our CEO – “It’s a numbers game!”
Melissa: “Stay curious and never stop learning,” is a great way to live. As humans, we naturally love to learn and that’s what makes life interesting and worth living. For me, being creative is all about that constant curiosity. I also have an identical twin, and I’m still fascinated every day by how we’re so similar, yet so different. It’s amazing and it just reminds me that there’s always something new to discover.
Amber: “Mine is a Richard Branson quote – If somebody offers you an amazing opportunity but you are not sure you can do it, say yes – then learn how to do it later!”
For New Era Energy, this is just the beginning. With a team of strong, capable women at the helm, steering the company forward, it’s not only setting a new standard for gender diversity in the sector – it’s also driving momentum toward a cleaner, greener future
Image credit: New Era Energy
