Fuel Oil News May 2024 | Page 10

Leo Verruso
BIO :
Leo Verruso is the General Manager of Advanced Fuel Solutions , a company that creates fuel additives designed to enhance diesel , gasoline , biodiesel , and home heating oil performance . He is a co-founder of Vets2Techs , a nonprofit that works to link U . S . military veterans with job opportunities in the energy sector . He serves on the boards of the National Energy & Fuels Institute , Hudson Valley Oil & Energy Council , and Upstate NY Energy Marketers Association .

Is Brand Important ?

The gasoline and heating oil markets face significant challenges , including high-efficiency equipment , the rise of alternative fuels , and stringent emissions standards . The response from the gasoline industry is innovation — improving fuel quality , employing bold branding , and launching aggressive marketing campaigns . This makes one think why heating oil dealers wouldn ’ t wish to redefine their customer offering through enhanced dynamic branding strategies .
Major gasoline retailers have set a precedent in responding to market challenges . Brands like BP , Shell , Citgo , Exxon and Chevron continue to reintroduce their gasoline fortified with performance additive solutions designed to improve vehicle performance , longevity and consumer confidence . These initiatives are complemented by well thought out advertising campaigns that elevate consumer awareness about fuel standards . In contrast , the heating oil industry has remained comfortable with base line generic ASTM minimum specification fuels which creates markets built on the lowest price market strategy . This comparison underscores the necessity for heating oil dealers to adopt forward-thinking when it comes to the fuels they offer their customers .
In the face of evolving environmental market demands and technological advancements to handle higher blends of biodiesel , the heating oil industry stands at a pivotal crossroads . Enhancing the quality of heating oil through performance additives is no longer an option but a necessity . Additives such as cold flow improvers and multifunctional additives that impart fuel stability , corrosion protection , metal deactivators and dispersants , not only
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manage fuel gelling , but also deliver system cleanliness . The introduction of a well thought out elite heating oil , fortified with these additives , offers a convincing value proposition to consumers , promising enhanced performance and reliability .

With ultra-low sulfur heating oil and Bioheat , dealers can attract a new generation of consumers who prioritize sustainability .

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The strategic rebranding and aggressive marketing of these elite fuels can serve as a catalyst for differentiation in a competitive marketplace . By emphasizing the superior quality and performance benefits of their enhanced products , heating oil dealers can create their own space and own it for themselves , attracting customers seeking more efficient and reliable heating solutions . This approach not only positions dealers as market leaders in innovation but also helps in building a loyal customer base that appreciates the value of advanced home comfort .
The heating oil industry is uniquely positioned to capitalize on the growing consumer demand for cleaner and more
10 MAY 2024 | FUEL OIL NEWS | www . fueloilnews . com