Home / Branding Services
Branding Services
Put a brand your customers trust on your canopy. CAFS supplies branded and unbranded gasoline and diesel and manages the branding process end to end, from the first consultation through imaging, supply and ongoing support.
From first call to full tanks
Consultation
A California Fuel Supply representative will learn about you and your site to assist you in making the right branding decision based upon market trends.
Brand
CAFS will facilitate the imaging of your site according to brand standards. Elements of a refreshed image involve a branded canopy, MID price sign, dispenser door graphics, and POP for pump toppers.
Supply
Whether the fuel is branded or unbranded, CAFS has the relationships and carrier connections to ensure your tanks stay full at a competitive price point.
Support
Once your site is branded, CAFS will provide ongoing support to drive volume at the pumps and inside sales. Our customer portal simplifies reconciling invoices, EFTs, and credit card batches. We assist you in maintaining brand standards with store uniforms, mystery shops, and POP.
Major brands your customers already trust
76 / Conoco / Shell / Sinclair / Gulf / Sunoco / Valero / Marathon / Exxon / Mobil. Carry a national name, run unbranded and keep pricing flexible, or license a brand image over unbranded supply. CAFS structures all three, in gasoline and diesel.
Same base fuel. The additive and the brand make the difference.
At the terminal, everyone's base gasoline sits in the same tanks. Fuel becomes branded as the truck loads at the rack, when the oil company injects its proprietary additive package: the detergents and performance chemistry that meet that brand's standard. That additive, and the brand on your canopy, signal consistency and quality to the driving public, and that is worth real money at the pump.
Every gallon we deliver meets the specification for its market, including CARB gasoline in California and CBG gasoline in Maricopa County, Arizona. Not sure which way to go? That is exactly the conversation our branding team has every day. We will walk your numbers and your market with you.
Branded
A recognized name, the brand's additive package, image and marketing support, and customer loyalty. Branded loads also take priority when supply runs short.
Unbranded licensing
Fly a brand image while the fuel underneath is unbranded. In markets where the brand does not yet ship its own product, you get the customer pull of the canopy plus the cost benefit of unbranded supply.
Unbranded
Maximum pricing flexibility and lighter image requirements, with supply sourced from multiple majors and trading partners so cost and availability stay competitive.
Paperwork that works as hard as you do
Your account lives in the customer portal, available any time of day.
- Reconcile invoices, EFTs and credit card batches in one place
- Access to all EFT, BOL, invoices and site evaluations
- Historical data, searchable by any date range, ready to download or print
- Brand news and industry links posted in real time
Common questions from operators
What does California Fuel Supply do?
We supply branded and unbranded gasoline and diesel to independent retail fueling stations, and we help operators put a national brand on their canopy. We are the largest 76 distributor in Northern California and a top Valero distributor on the West Coast.
Where do you deliver fuel?
We serve retail fueling facilities across California, with coverage into Arizona and Nevada. Our strongest footprint is Northern California.
Which fuel brands can I carry?
76, Conoco, Shell, Sinclair, Gulf, Sunoco, Valero, Marathon, Exxon and Mobil, or you can run unbranded and keep your pricing flexible. We supply both branded and unbranded gasoline and diesel.
What is the difference between branded and unbranded fuel?
At the terminal, both start as the same base gasoline. Fuel becomes branded when the truck loads at the rack and the oil company injects its proprietary additive package, the detergents and performance chemistry that meet that brand's standard. Branded sites also get the brand's image, marketing and customer loyalty, and branded loads take priority when supply runs short. Unbranded fuel meets the same state specifications and gives you maximum pricing flexibility.
Can I keep unbranded pricing and still fly a brand?
Often, yes. In markets where a brand does not yet ship its own fuel, an unbranded licensing deal lets your station carry the brand image while the fuel underneath is unbranded. You get the customer pull of the brand plus the cost benefit of unbranded supply. Ask a rep whether your market qualifies.
Do brands offer money to rebrand my station?
Yes. Oil companies compete for good sites with upfront incentives and rebates, and those offers vary by brand and market. As your supplier we pass those incentives through to you and structure the deal so it works over the life of the contract.
How do I switch or add a brand to my station?
Start with a quick conversation. We review your site, volumes and market, recommend the right brand and supply plan, project manage the image conversion, and then keep your tanks supplied. Contact a rep to begin.
How do I open an account?
Complete our online credit application and sign it electronically, or download the PDF. You will need your business, bank and principal details plus a voided check for EFT setup.
How fast can you start supplying my site?
It depends on your brand choice and site readiness, but our supply relationships are built to keep product moving even when the West Coast market is tight. Call (925) 979-0242 and we will give you a straight answer for your situation.
Ready to set up supply?
Tell us your site and volumes. We will take it from there.