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Regional independent United Supermarkets plans to begin marketing its own-brand fuel next week at its United, Market Street and Amigos United banners.
The private label gasoline will be marketed as United Express Fuels at 19 of its 22 fuel stations companywide. The fuel sold at the three stations in the Dallas-Fort Worth area will remain under the Market Street brand.
The company has offered the ConocoPhillips brands for the past five years.
“Launching our own branded fuel program is a natural progression of our core philosophy of providing our guests the highest quality, value and service possible,” said Chris Bridgford, director of fuel operations for Lubbock, Texas-based United. “Our guests expect United Supermarkets to offer the highest-quality products, and with United Express Fuels we’ll continue to honor that commitment with fuel products that are of the highest possible quality — truly unsurpassed and 100 percent guaranteed.”
Bridgford added that United Express Fuel products would meet or exceed all government standards. “As we do today, we will offer the very best gasoline and diesel products from major domestic refineries from our local areas, whose products include detergent-cleansing additives which help clean the engine while simultaneously reducing emissions according to EPA standards and auto manufacturer requirements for quality,” he said.
And in today’s economy, value is important, noted Bridgford. “Our company has enjoyed great success with our own brands inside the store,” he said. “Our guests will now be able to enjoy that same level of quality and value at the pump as well.”
United also will offer a fleet card option to businesses interested in tailoring a program to meet their specific needs. The conversion to United Express Fuels will occur by geographic market, beginning with Lubbock-area stores and followed closely by those in the Amarillo area. The entire effort should be complete by April 1.
United operates 50 stores under its distinct banners.