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Greenergy CEO Mike Healy

Q&A: Greenergy CEO Mike Healey discusses Inver launch

Greenergy has extended its fuel supply offer to independent fuel retailers in Canada by introducing the Inver marquee to its choice of forecourt brands.

Inver Energy is a wholly owned subsidiary of Greenergy in the Republic of Ireland where it has grown to become the country’s fastest-growing forecourt brand. It is this success that has prompted Greenergy to introduce a new face to Canadian roadside fueling.

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Greenergy Fuels Canada is a supplier and distributor of transportation fuels with terminals in Ontario in Concord, Hamilton, Thunder Bay and Johnstown (opening December 2019). The company uses both sea and rail-fed terminals and storage in the US Mid-West, Quebec and Ontario to reduce supplier chain challenges and enhance dependability.

The Inver brand extends Greenergy’s existing retail offer in Canada, where it has developed Breakaway, a hockey-themed forecourt marquee tailored to Canadian consumers. The first Inver sites recently opened in York, Etobicoke and Burlington, with a further two sites to open in Thunder Bay in December 2019.

Greenergy CEO Mike Healey

Greenergy CEO Mike Healey

We asked Greenergy Fuels Canada CEO Mike Healey about the new brand and how it will work within the company’s growing Canadian portfolio.

OCTANE: What is it about Inver that has attracted such promising early attention?

 Mike Healey: When we first saw Inver, we viewed it as visually distinctive and saw the opportunity to create something new here in Canada that would offer a unique brand to the market. Inver is a tried and tested international brand with a local mindset, where community matters.

I think Dealers are attracted by this and they like the fact that Inver is backed by Greenergy with a strong value proposition founded upon dependability, good price, and clean and safe forecourts. Our unique supply chain infrastructure, supply dependability, service and customer-centric focus are powerful differentiators in the retail fuel industry. The addition of Inver to our branded retail offer strengthens our ability to best meet dealers’ needs.

OCTANE: Does the Inver launch impact Greenergy’s Breakaway brand expansion?

Mike Healey: No, the Inver brand is intended to co-exist alongside Breakaway. The brand propositions between Inver and Breakaway are different. Breakaway has a very Canadian face that is fun and more experiential. Breakaway is a premium offering while Inver is positioned more like a value brand. Both brands are underpinned by supplier support that is targeted at reliability and price.

OCTANE: Is the idea behind the addition of Inver to create more outlets for Greenergy products?

 Mike Healey: Yes. Greenergy products are available to a lot of fuel retailers, but there is an advantage to having a growing retail base of dedicated customers, such as Breakaway and Inver sites.

OCTANE: Who is the Inver c-store retail partner?

Mike Healey: Our preference is that Breakaway outlets include a c-store however, we’re flexible. There is no c-store requirement with the Inver offer, but if a dealer wants one, we have partner solutions.  Inver won’t constrain you to a specific c-store retail partner.

OCTANE: Is there a region that is the best fit for Inver?

Mike Healey: Best fits are where sites are close to our distribution facilities. As we expand our terminal infrastructure into new regions, we can offer retail brands that are very compelling opportunities for dealers. Both the Breakaway and Inver brands are built to go national as our infrastructure grows.

 OCTANE: Can we expect to see more brand news from Greenergy?

Mike Healey: Our feedback on Inver has been fantastic. We heard from the wholesale market that there was a need for more choice. I think being a new and innovative player in the fuel market, who listens to our customers and offers reliability and dependability is really driving our growth. Inver joins Breakaway as a 100% fresh brand that doesn’t look like anything else.

Expect some new Breakaway and Inver branded sites as we open up new facilities such as the terminal we are opening near Ottawa next month. As our support infrastructure grows so too will our ability to meet the market head-on with new branded sites and benefits for the Canadian retail fuel market.


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Greenergy brings new forecourt brand to Canada

Screen Shot 2019-11-22 at 1.04.41 PMGreenergy is introducing the Inver forecourt brand to Canada, with the opening of three new sites.

The first Inver sites are now open in Ontario, with locations in York, Etobicoke and Burlington, with a further two sites to open in Thunder Bay in December.

Inver Energy is a wholly owned subsidiary of Greenergy in the Republic of Ireland.  According to a release, the Inver brand “has proved extremely popular in that market, growing organically to become the country’s fastest-growing forecourt brand. Based on the success of the format, Greenergy has now decided to make the Inver brand available to customers in Canada.”

The Inver brand extends Greenergy’s existing retail offer in Canada, where Greenergy has developed Breakaway, a hockey-themed forecourt brand tailored to Canadian consumers.

“Our unique supply chain infrastructure, supply dependability, superior service and customer-centric focus are powerful differentiators in the retail fuel industry,” said Mike Healey, CEO of Greenergy Fuels Canada. “The addition of Inver to our branded retail offer strengthens our ability to best meet dealers’ needs and, as a partner in their business growth, to fuel their success.”

 

Established in the UK 27 years ago, Greenergy is a supplier and distributor of transportation fuels. The company entered the Canadian market in 2013 and has since invested in strategically important infrastructure assets across Ontario, includging Concord, Hamilton, Thunder Bay and Johnstown (opening in December).  With both sea and rail-fed terminals and storage in the US Mid-West, Quebec and Ontario, Greenergy can source product through multiple channels, thereby reducing dependency on any one third party provider and minimizing the risk of supply disruption for customers.

Now Greenergy is expanding sales to the retail sector. Inver is an established brand in Ireland and was  acquired by Greenergy in October 2017.  The 35-year-old company is one of the leading importers of fuel into Ireland and launched its retail brand there in  2012: There are now 61 Inver forecourt locations across the country.


Timothy Johnson

Tim Johnson joins Greenergy in Canada as executive VP of sales

Timothy Johnson

Timothy Johnson

Greenergy is welcoming Tim Johnson as executive VP of sales to lead the continued growth of its fuel sales to the commercial and retail sectors in Canada.

Mike Healey, Greenergy Fuels Canada’s CEO said in a release: “Tim Johnson has over 15 year’s sales experience in the fuel industry and joins us from McDougall Energy.  He will lead a new sales team for Greenergy based out of Toronto, and work with the existing team in Saint John, New Brunswick.”

“Greenergy’s infrastructure investments, uniquely flexible supply chains and its innovative retail offer have made it a growing player in the Canadian road fuel market,” said Johnson. “The company has proven itself as a low-cost, reliable fuel supplier, and I look forward to bringing this offer to new customers.”

In business in the UK for 27 years, Greenergy is an established supplier and distributor of transportation fuels. Since entering the Canadian market in 2013, Greenergy has invested in strategic  infrastructure assets, with Ontario terminals in Concord, Hamilton, Thunder Bay and Johnstown (opening fall 2019).  With both sea and rail-fed terminals and storage in the U.S. Mid-West, Quebec and Ontario, Greenergy can source product through multiple channels, which the company says minimizes dependency on any one third party provider and reduces the risk of supply disruption for customers.

Greenergy is expanding sales to the retail sector and now offers independent fuel retailers a choice of brands including Breakaway and Inver.