Dive Brief:
- Global Partners LP has redesigned its website and launched a new brand identity to reflect its commitment to sustainability and alternative energy, according to a Tuesday announcement.
- The new logo features a stylized “O,” which symbolizes “liquid fuels of the past, present and future,” according to the announcement. Global Partners’ updated branding also features new colors — slate blue, Atlantic teal and electric lime — as well as the updated tagline “Putting our Energy to Work.”
- Global Partners’ new branding underscores the convenience retailer’s aim to continue strengthening and differentiating its energy infrastructure, CEO Eric Slifka said in the announcement.
Dive Insight:
Global Partners has made progress on the sustainability front over the past year through multiple initiatives. In early 2023, the company added its first electric vehicle charging stations to six Alltown Fresh locations on the East Coast. At this time, Slifka said the company’s plans were to add EV chargers at all new Alltown Fresh c-stores moving forward.
In late 2023, Global Partners acquired 25 liquid energy terminals in the U.S. from fuel refiner and distributor Motiva Enterprises for over $306 million, bringing its number of liquid energy terminals across the U.S. to 49. Beyond scaling its operations, this acquisition has allowed Global Partners to supply more communities with essential energy products, according to Tuesday’s announcement.
Global Partners is also part of a group redeveloping a former Exxon Mobile terminal in Everett, Massachusetts. Plans for the 100-acre property will include over a thousand apartments and “several million square feet of commercial, high-tech manufacturing, [research and development] space, and industrial space, all of which will likely boast a clean energy component.”
“Our new brand image symbolizes a shift in our thinking — a new mindset that positions us at the forefront of an evolving landscape,” Slifka said in the announcement. “Putting our energy to work, we will strengthen and differentiate our energy infrastructure, create retail experiences that redefine convenience and hospitality and continue to be an integral part of the communities we serve.”
Waltham, Massachusetts-based Global Partners operates more than 350 convenience stores on the East Coast under brands including Alltown Fresh, XtraMart, Honey Farms and Jiffy Mart. The retailer also supplies fuel to about 1,700 locations in 12 states.
