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Global Partners, Parent of Alltown Fresh, Reveals New Branding

Fresh logo, colors, tagline symbolize shift in convenience-store company’s thinking that positions it ‘at the forefront of an evolving landscape’
Global Partners' convenience stores new logo
Logo/Global Partners

A new logo, brand colors and tagline encompass the new brand identity of Alltown Fresh owner Global Partners.

The fresh branding, which the Waltham, Massachusetts-based company announced March 12, “reflects and embodies the company’s commitment to supplying the energy people need today, while actively investing in and promoting sustainable alternatives for the future.

Reminiscent of a tank filling, the stylized “O” in the new logo symbolizes liquid fuels of the past, present and future, Global Partners said, “a nod to Global’s commitment to reliably provide the fuel people need today while investing in a sustainable future.”

  • Global Partners is No. 24 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by store count.

The new color palette is “bold, vibrant, and confident—a representation of Global’s people and the company’s excitement for the future,” the company said. “Strong and trustworthy slate blue is balanced by approachable Atlantic teal and energizing electric lime.”

Finally, there’s a new tagline: “Putting our Energy to Work,” which the company said is “a distillation of who the company is and what it does, highlighting the products and services it provides, but also the grit and determination that make up Global’s work ethic.”

Shift in Thinking

The new brand image symbolizes a shift in the company’s thinking that positions it “at the forefront of an evolving landscape,” said Global Partners CEO Eric Slifka. “Putting our energy to work, we will strengthen and differentiate our energy infrastructure, create retail experiences that redefine convenience and hospitality, and continue to be an integral part of the communities we serve. As the energy transition continues, we will guide our industry forward, leading thoughtfully, responsibly and sustainably.”

In a video on the company’s LinkedIn page, Bruce Kaplan, staff attorney, said, “The future is brighter than ever, and given our most recent acquisitions, there’s just more opportunities than ever to grow this company.”

Global said it also is investing in the transition to renewable energy sources through its promotion and adoption of renewable diesel and biodiesel as clean-fuel alternatives and its launch of GlobalGLO, a carbon offset program giving customers the flexibility to manage their carbon footprint.

“The company is also providing diverse fueling options at a number of its convenience markets, opening its first company-owned EV fast-charging stations in Worcester, Massachusetts, and Fort Edward, New York,” Global Partners said.

‘Beyond Fuels’

In the announcement, Global also said its “commitment to and vision for the future extends well beyond fuels.” Headlined by its flagship convenience-store brand, Alltown Fresh, along with Honey Farms, Xtra Mart, Wheels and others, Global said it is transforming many of its more than 400 company-operated retail locations into “experiential destinations.”

“With a focus on fresh, better-for-you food options, local products, cutting-edge technology, and innovative designs, Global is disrupting convenience by creating spaces that are dynamic and tailored to meet the evolving needs of guests,” the company said.

Global said it’s also “reimagining” its real estate portfolio by leveraging the potential of real assets and, in doing so, diversifying its core businesses. Global recently partnered with a local developer to purchase, remediate and redevelop the former Exxon Mobil terminal in Everett, Massachusetts. Redevelopment plans for the 100-acre property include the construction of more than a thousand apartment units and several million square feet of commercial, high-tech manufacturing, research and development space and industrial space, all of which will likely boast a clean energy component.

“At the heart of the rebrand is a commitment to the people and relationships that make up the Global community.”

“At the heart of the rebrand is a commitment to the people and relationships that make up the Global community,” the company said. “Over its 90-plus year history, Global has kept a steadfast commitment to philanthropy and doing good in the communities it serves. Along with the rebrand comes a commitment from the company to provide additional support to employees through an employee relief fund and additional support to its communities through its corporate sponsorship of the Global for Good charitable organization.”

Slifka said, “This brand relaunch is a commitment to ensuring a world where we can all grow, move and thrive, and it is an invitation to our partners, customers and the communities we serve to join us in this journey. We are not just a company. We are a force for good and a catalyst for positive change.”

Global Partners has about 1,700 convenience stores across the Northeast and Mid-Atlantic, of which 353 are company owned. Brands include Alltown Fresh, Honey Farms and XtraMart, among others.

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