Continually embracing innovation to drive efficiency, service excellence, and long-term growth, the third-generation family-run business has partnered with Otodata – a global leader in remote tank monitoring – as it looks to bring smarter fuel management to its domestic and commercial customers.
“We do things the right way” says Angelo Coletta, Barton’s Group Sales Manager. “That means investing in solutions that deliver real value.”
Previous efforts to identify the right monitoring solution proved challenging for Barton Petroleum, as available options didn’t fully deliver the company’s hoped for results. With Otodata, Barton Petroleum feels it has finally found a partner that meets expectations.
“We’ve worked with several telemetry partners,” says Lawrence Burton, Director of Business at Barton. “Otodata stands out – the product is robust, the battery life is excellent, and there’s a strong network of trained engineers.
“We’re confident this is the tank monitoring solution partner we’ll rely on for the long term.”
A global footprint, a local focus
Headquartered in Montreal, Canada, Otodata has built a reputation for delivering cost-effective, high-ROI monitoring solutions across multiple continents. With millions of devices deployed worldwide, last year’s expansion into the UK marked a strategic milestone in the company’s global growth plan.
“Launching in the UK in September 2024, was a natural next step,” explains Lee Martin, Otodata’s UK Country Manager. “I’ve worked in this industry for over a decade, and I’ve seen the challenges firsthand. Our goal is to help companies like Barton Petroleum by providing them with better metrics, better products, and better service.”
Lee, currently Otodata’s sole representative in the UK, brings deep industry knowledge and a collaborative mindset. “We’re not just selling monitors,” he says. “We’re solving problems.
“We follow the process all the way through, and we’re here when our partners need us.”
Building trust, one tank at a time
Barton Petroleum moves over 150 million litres of fuel annually and sees telemetry as a key driver of future growth. Servicing a mix of mainly kerosene and diesel tanks, the company has ambition to monitor 60–70% of their kerosene stock.
“When we take on a customer, it’s important for us to be there when they need us,” says Angelo. “Otodata helps us do that more efficiently.”
The partnership began with an initial trial phase that quickly gained traction, leading to rapid expansion. “We want as many monitors out there as possible,” says Lawrence. “They pay for themselves – first by giving customers confidence that we’re looking after them, and then by delivering cost savings at scale.”
Lee adds, “It’s a no-brainer. If we can offer enhanced service, efficiency, and peace of mind, everyone wins.”
Bringing a clear vision
The UK telemetry market is a growing and rapidly changing one. Increasing demand for monitoring solutions has encouraged innovation, expanded the range of available products, and attracted a variety of new entrants. With so many options, it’s natural for companies to approach long-term decisions thoughtfully. Barton Petroleum’s experience reflects this wider sense of careful consideration within the industry.
We’ve been wanting to commit fully for some time,” Lawrence shares. “After trialling several providers in the market, we’re confident now with Otodata to roll them out at scale.”
Otodata’s entry into the UK brings a fresh perspective supported by global experience, strong engineering expertise, and a commitment to long-term partnerships. “We’re the biggest telemetry provider globally, but we’re also focused on becoming the most trusted provider of telemetry services in the UK,” says Lee. “We’re speaking to – and in some cases already working with – key players across the industry. We’re here to stay.”
Barton Petroleum describes its decision to partner with Otodata as “more than a cost-reduction exercise,” viewing it instead as “a strategic move toward operational excellence.”
“We’re building something,” says Lawrence. “And with Otodata, we’re building it right.”
Image courtesy of Otodata and Barton Petroleum
