An aesthetic evolution
Acquired by Moove Europe in 2017, WP
Group’s focus is now dedicated to fuel with
Mobil lubricants now marketed by the Moove
UK business, but the office, with its white walls,
floor-to-ceiling glass panels and large screens
displaying real-time market information and
business performance data is very different
to the usual perception of a traditional fuel
distribution depot.
Asked about recent changes to the
company, Darren, said; “Our new value
proposition is about ‘fuelling change’ and
proactively embracing new thinking and
transitions in the market with a customer-led
focus.”
With the pressure on the fuel oil industry
to become cleaner, greener and more
sustainable, WP Group’s shift in aesthetics
from a ‘dirty oil’ image to a clean, crisp,
corporate backdrop seems well ahead of its
time – something that continues the forward-
thinking of WP Group’s previous changes.
The right thing to do
During Fuel Oil News’ conversation with
Darren, it was abundantly clear that the
company is very much ‘customer-led’ and
that providing solutions for their customers
is at the heart of all decisions – one example
being the addition of HVO to WP Group’s
product portfolio.
Considering the business in the
present day, Darren observed; “WP Group is
recognised as an expert in fuels with a clear
focus on providing outstanding service, and
that attracts a different type of customer.”
“We saw the opportunity to market HVO
and took it because it is a direct alternative to
diesel and we wanted to offer the best range
of supply options to our customers,” explained
Darren .”We wanted to embrace alternative
fuels rather than waiting for the demand to
stimulate supply, which just isn’t there yet.”
When asked about the lack of demand,
Darren explained; “Even though our clients
teand to have strong corporate social
responsibility policies in place, there is no
mandatory legislation to enforce the use of
alternative fuels yet. The price is also higher,
and without subsidies in place to support
those who would like to use alternative
fuels, the demand as we expect still isn’t
there. However, having a more sustainable
alternative to offer is simply the right thing to
do”
And, of course, as demand for alternative
fuels grows, WP Group will once again, be
ready.
“We aim to signifcantly reduce our own
emissions, improve our fuel economy and
ultimately have our fleet running at net-zero
in the future. It’s vital we continue to lead
by example and share in our customers’
challenges. As companies increasingly
commit to improving fuel efficiency, reducing
emissions and achieving net-zero too, WP
Group will commit to using products such as
Esso Diesel Efficient, HVO and other advanced
fuels in its fleet to help support our customers
with this transition.”
Developing for the future
WP Group’s key markets include construction,
fleets, airports, ports & marine, agriculture and
energy & power.
“Our key markets have also changed
slightly, which is reflected on our website,” said
Darren, referencing WP Group’s new website
which was launched at the start of the year.
“We’ve invested a lot of time in
understanding our customers priorities
together with the changing needs and
focus of wider industry.” Darren continued;
“By ‘Fuelling Change’, we want to provide
our customers with a suite of services and
solutions that address industry challenges and
improve business efficiency while delivering on
their sustainability commitments.
“A priority of ours is to be more
productive and to advance further with
technologies. Delivering the right quantity of
fuel in less journeys therefore reducing miles
and having clients that trust us to manage
their refuelling and billing digitally – these are
ways in which we can simplify and improve
the daily business activity” says Darren.
As Jane and Stephanie were shown
around the office, the young and enthusiastic
staff served to emphasise how WP Group
has evolved, suggesting that embracing the
energy transition may be helping the industry
to attract the next generation.
Shared values
“People are our business – our employees
will always be the focus and centre to our
company. We hold our team members in
the highest regards. In order to continually
drive up the standards and customer service
we need people who will not only uphold the
company’s values and attitudes but drive us
on to new levels of engagement and cohesion
– this is a key focus for fuels and all Moove
businesses.”
Fuel Oil News looks forward to following
the future growth and success of the WP
Group business, as it continues to offer the
best combination of technology, product and
service solutions to its customers.
From left to right,
John Cubbin – People & Culture Business Partner
Mark Clouter – Business Development Sales Manager
Dan Hedges – Group Financial Controller
Melanie Noel – Sales Manager
Darren Borras – Business Unit Director
Fuel Oil News | May 2020 15