Our Journey and Where We’re Headed Next

To our team, our customers and the communities we're proud to call home.

We wanted to take a moment to speak directly to everyone who has been part of this journey with us, because we know there's been a lot of talk about Reliance Fuel lately, some of it accurate, some of it not and we'd rather you hear the real story from us than piece it together from rumor.

On December 20, 2024, Reliance Fuel acquired “The Store” Wisconsin and Michigan locations, bringing our brand into this region for the first time. From day one, we made a choice that mattered to us: every employee kept their job and every store stayed open and running for the neighbors and communities who depend on them every single day.

From there, we got to work building something better, store by store, town by town. We kept the loyalty program our customers already trusted and grew it into something even more rewarding. We began converting our locations to Fuel On brand and BP fuel supply, site by site, so that the service our customers count on never missed a beat. It wasn't an overnight transformation. It was steady, deliberate work, month after month, store after store, earning trust one fill-up, one visit, one conversation at a time.

And for our own employees, we introduced an Incentive Program that's become a real hit across our stores, built on a simple idea: the people working hardest for this company should have a real chance to earn a little more of what they've genuinely earned. We invested in our food service program, growing something that started small into a real reason people walk through our doors today. None of this happened because we had to. It happened because this team, and the customers who kept showing up for us, chose to make something worth being proud of.

Think about where we started: a set of stores in transition, uncertainty in the air, a brand not yet built, a community waiting to see if we'd follow through. Look at where we are now. That distance was covered together, by our team behind the counter, and by every customer who kept choosing us along the way. That's not a company that's struggling. That's a company and a community, that's building something real.

Along the way, we also worked through some legal and operational matters left over from the prior ownership history tied to the acquisition. That was resolved some time ago, the legal matters tied to the acquisition were fully settled, and that chapter has been closed for a while now.

That's the honest story of the past year and a half: not struggle, but real, visible growth, built by this team and this community together.

What's happening now: Our lease relationship with Blue Owl is ending and after months of discussion, we've made the decision to move forward on a new path rather than continue that partnership. This is a business decision, not a setback, and it opens the door to what comes next for this company.

Our people come first: Every one of our employees will continue to be employed, either with Reliance Fuel or through a seamless transition to new ownership as our store locations change hands over the coming weeks. Nobody is being left behind in this process. That has been our priority since day one and it still is.

What's ahead: Let us be plain about this: Reliance Fuel is not stopping. This transition is not an ending, it's a turning point. We have bigger projects already taking shape and new opportunities on the horizon and we've proven, over and over, that this company knows how to grow through change instead of being slowed by it. What we've built so far, together with our employees and our customers, is the foundation, not the ceiling.

We know change invites speculation, and we'd rather be direct than let rumors fill that space. Reliance Fuel is not in financial distress, we are not shutting down and we are not walking away from our people or the communities we serve. We're moving forward, deliberately, with everyone who has helped build this company, our team and our customers alike, still very much part of the story.

Thank you, sincerely, to every employee who has shown up and given this company their best, and to every customer who has trusted us with their business. We're proud of what we've built, and we're just getting started.

With appreciation,
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