As part of reduced emissions initiative, ALON 7-Eleven will plant over 100,000 trees in partnership with the Arbor Day Foundation.
As the Strive Reduced Emissions Fuel Program continues to drive positive results, ALON 7-Eleven plans a final rollout to their remaining 170 locations.
Later this summer, the program will launch in El Paso and Abilene and active across ALON’s entire footprint of 303 7-Eleven locations across New Mexico and Texas. With the expansion, ALON 7-Eleven will plant more than 100,000 trees in partnership with the Arbor Day Foundation and local non-profit organizations across these markets.
“The program has been a great success since we launched a small 20-location pilot a few years ago. It’s a strong competitive differentiator, and it was an easy decision to expand and make this part of our long-term fuel strategy,” said Jonathan Ketchum, senior vice president of retail at ALON Brands. 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. Customers love it and employees love it…and they tell us so, in person and on social media.”
During a recent panel discussion at the SIGMA Spring Conference, Ketchum shared that this program was originally considered to strengthen ties and build good will in local communities.
“We have been pleasantly surprised with the additional benefits Strive has brought our company. Yes, we’re building community goodwill, but we’re also increasing employee engagement, we’re attracting new customers, and our existing customers are responding extremely positively, voting with their wallets,” said Ketchum. “They are choosing us for more of their fuel trips than before and even visiting our stores more often. So much so that we’re seeing increased volume even with a shift to more value based pricing that’s enabling us to realize higher margins. We’re excited to make a big splash this year and expand this program chain wide.”
EASING EMISSIONS
In addition to the positive business contributions, the Strive program is delivering a significant environmental impact. So far, the program has offset emissions on almost 100 million gallons of fuel and has planted nearly 20,000 trees since its launch in 2015.
The Strive Reduced Emissions Fuel Program reduces customers’ tailpipe emissions through GreenPrint’s proprietary platform and investments in local, regional, and global certified carbon reduction projects and tree plantings.