Darren King, president of Kings Energy Group holding his Husky mascot, is celebrating the completion of the Esso branding of his commercial cardlock operation this week at 52 Street. Kings will maintain the Husky bulk fuel plant and sell diesel fuel at the pumps produced at the Lloydminster Husky Upgrader. GEOFF LEE LLS PHOTO
Experience fuelling up again for the first time at the newly Esso branded cardlock at Kings Energy Group on 52 Street in Lloydminster.
“The physical changes are underway right now and they should be finished by the end of the week,” said Darren King, president of Kings Energy Group last Wednesday during the end of a national rollout of the Esso brand across Husky locations that began on July 31.
The Lloydminster Husky Travel Centre on 44th St. is also part of the Esso rebranding exercise.
Husky is converting its commercial cardlocks, co-located Travel Centres and some retail service stations to the Esso brand, all which will remain under Husky’s management.
The new look is part of a unique deal made between Imperial Oil and Husky Energy in 2015 to combine their truck transport fuel networks into a single national network of Esso branded commercial cardlock sites.
The partners expect a larger national network will better serve Canadian and truck transport customers.
Under the agreement, Husky and its dealers will continue to manage operations while Esso will supply refined fuel to the majority of locations in the consolidated network.
“We’re going to be issuing new cards to everyone,” said King.
The cards will have Esso’s name on them, but some product locally will be supplied by the Husky Lloydminster Upgrader, including standard diesel fuel.
“In Lloyd, we’re such a Husky town, so in this Husky town, what we see is a difference in signage, but all of the same players remain in place and operated by Husky Energy,” said King.
“That means in Lloydminster, we remain in the same relationship with our customers as do we with Husky,” said King.
He called the deal a way for the two parties to grow their reach while providing Husky with the opportunity to leverage the Esso brand without giving up control.”
The agreement between Imperial and Husky effectively doubles the size of their former individual transport truck fuel networks to about 160 sites across Canada.
“It’s really just a collaborative effort to grow the cardlock footprint,” said King.