Alon Brands is expanding its rollout of its Strive reduced-emissions program to the remainder of its 303-store network later this summer. Alon will be introducing the program to 170 more sites in El Paso, N.M., and Abilene, Texas. As part of the expansion, the retailer, which is a 7-Eleven licensee, will plant more than 100,000 trees in partnership with the Arbor Day Foundation and local nonprofits in these two markets.
"The program has been a great success since we launched a small 20-location pilot a few years ago,” said Jonathan Ketchum, senior vice president of retail for Alon Brands, Dallas. “It's a strong competitive differentiator, and it was an easy decision to expand and make this part of our long-term fuel strategy. The markets we operate in are flat, but our same-store fuel volume is up over 6% year over year. While there may be other contributing factors, we know the Strive program has played a significant role."
Since its 2015 launch, the program has offset emissions on nearly 100 million gallons of fuel and has planted nearly 20,000 trees.