HOUSTON -- The 76 flag is rising in Florida as Motiva continues its growth push for the fuel brand into its 10th state.
Motiva Enterprises LLC has signed wholesale distribution and marketing agreements with First Coast Energy and Kars Petro Distributors to supply 76 branded fuel to their locations in Florida. By the end of 2018, more than 65 of the distributors’ sites in 35 cities in the state, from Jacksonville to Naples, will be branded to 76. They will be selling Top Tier certified 76 brand gasoline and display the 76 crest imaging with its orange and blue color scheme.
“The 76 brand has a strong heritage in Florida, and the local marketing and advertising will help pull drivers into stations,” said Raj Shah, president of Kars Petro Distributors. “We’ve seen how successful 76 is on the West Coast, and we are excited to team up with Motiva to reignite the brand on the Atlantic and Gulf coasts.”
“We are excited to have First Coast Energy and Kars Petro as our first 76 brand wholesalers in Florida,” said Paul McWhirter, Motiva’s 76 brand sales manager. “They embody the qualities we look for in our 76 wholesalers—focused on delivering the highest quality of professionalism, expertise and dedication to promoting the brand.”
As the sites are rebranded to 76, Motiva will support the rollout with local marketing campaigns, including promotions; local community partnerships and sponsorships; site-specific advertising programs; and targeted media buys on billboards, radio, digital and social advertising.
Motiva has been working to sign on wholesalers to add 76 branded sites to its entire licensed geography, which includes 26 Gulf and East Coast states and the Washington, D.C., market. In 2018, it doubled its 76 brand sales force to bolster its supply position in several states, including Florida, Alabama, Louisiana, Mississippi, Tennessee and the Carolinas. It says it offers a 99% supply reliability performance on gasoline.
“I’ve been working with fuel wholesalers in the southeastern U.S. for more than 20 years,” said Jim Mills, Motiva’s 76 territory manager. “There is a great deal of passion and a lot of fond nostalgia for the 76 brand in this part of the country. Many wholesalers are excited to see Motiva bring it back to the region.”
More recently, Motiva has been expanding the 76 brand in the Northeast, having signed a new supply agreement with Global Partners.
Jacksonville-based First Coast Energy owns more than 100 Daily’s c-stores, which are located throughout northern Florida in Jacksonville, St. Augustine, Gainesville and Broward County. It ranked No. 67 in CSP's 2018 Top 202 listing of c-stores.
Kars Petro Distributors LLC, Rockledge, Fla., owns c-stores and supplies fuel in Florida, Alabama and Georgia under several brands, including BP, Chevron/Texaco, CITGO, Exxon/Mobil, Marathon, Shell, Sunoco and Valero.
Based in Houston, Motiva refines, distributes and markets petroleum products in the United States. It owns and operates North America’s largest refinery in Port Arthur, Texas. Under exclusive, long-term brand licenses with Shell and Phillips 66 (for the 76 brand), Motiva’s marketing operations support more than 5,000 gas stations. Motiva is wholly owned by affiliates of Saudi Aramco.