Indigenous-owned gas retailer Gen7 expands into Osoyoos and Oliver
Gen7 Fuel (Gen7), an Indigenous-owned retail gas and convenience store chain, is accelerating its growth in British Columbia.
Following the opening of its successful anchor location in Penticton, the company has opened new stations in Osoyoos and Oliver, both in partnership with Osoyoos Indian Band (OIB). The company has also opened a support office in Kelowna open to bolster expanding operations around the province. With five existing stations in Ontario, Gen7 Fuel plans to announce additional B.C. locations later in 2025, deepening its commitment to Indigenous-led economic growth.
When Gen7 first entered the B.C. market in May of this year, the average retailer price of fuel in Penticton dropped 10 cents per litre. The company expects its entry into other communities to have the same effect.
"While we're proudly Indigenous owned, our stations are built to serve everyone," said Mat Mcleod, president, Gen7. "Gen7 is for all drivers from all communities. Everyone needs to get more fuel for their money."
Gen7 says its lower price comes from taking on much lower administrative costs that would normally be passed on to its customers and its convenience stores provide a shopping experience that competes with mainstream brands.
Mcleod said, "We are excited to be working with Chief Louie and the Osoyoos Indian Band with its two stations."
OIB Chief Clarence Louie, said, "We always take pride in seeing our brothers and sisters succeed in business. "Gen7 Fuel is a perfect example of that success. Their values, track record, and commitment to Indigenous partnership align closely with OIB's vision for long-term prosperity."
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Each Gen7 station is locally owned and operated, with Gen7 Fuel providing training, capital, marketing, operational support, and fuel management services.
On April 23rd, Gen7 held opening ceremonies at the new stations in Osoyoos, Oliver, and Penticton featuring OIB youth dancers and a smudge ceremony led by Gen7 director of community relations, Gary Williams.
"By empowering Indigenous entrepreneurs, we are creating local wealth and fostering meaningful relationships that we hope are healing the relationship between settler and indigenous communities," Williams said.
