Gqeberha – Astron Energy has unveiled its 400th rebranded service station at La Roche in Gqeberha.
This achievement on Friday, (22 November 2024), marks the halfway point in Astron Energy’s ambitious goal to transform over 800 sites nationwide.
The rebrand from Caltex to Astron Energy, initiated in 2022, is the biggest change in the South African fuel industry in three decades.
Astron Energy CEO Thabiet Booley said: “Our 400th rebranded station is a tremendous milestone.
“We’re reimagining the fuel experience across the country, and creating spaces that reflect the energy and pride of our communities.
“Each station brings us closer to becoming a brand that South Africans love and proudly call their own.”
Farouk Farista, General Manager of Retail, Sales, and Marketing at Astron Energy, reflected on the scale and dedication required to make this vision a reality.
“Rebranding 400 sites has been no small task. It’s been a huge, complex project, and none of this would have been possible without our team’s hard work and commitment,” said Farista.
“We have set ourselves ambitious targets but always with the emphasis on maintaining the highest standards of safety and quality to ensure our customers have a seamless experience at each forecourt location.”
The impact of Astron Energy’s rebrand extends beyond its forecourts. To date, over 450 people have been employed to work on this project, contributing their skills and dedication to push the rebrand forward.
As part of its Enterprise and Supplier Development (ESD) initiative, Astron Energy has also empowered more than 30 local installation teams, providing training, resources, and mentorship to help small and medium-sized businesses flourish.
For the team at La Roche, Gqeberha, being the 400th station to undergo the rebrand was a moment of pride and celebration.
“We’re thrilled to be part of Astron Energy’s journey and to bring this fresh look to our community,” said Amanda Killian, retailer at La Roche.
“This rebrand is about the commitment to our customers, who can expect great service and a welcoming space every time they visit us.”
Farista concluded by expressing pride in the team’s accomplishments and the importance of collaboration.
“Our mission to become South Africa’s next biggest fuel brand is only possible because of the strong partnerships we’ve built with our teams, suppliers, and communities,” he said.
“Each rebranded station reflects the dedication and teamwork that are core to our purpose of securing our future, together,” he said.
Looking ahead, the company is looking forward to their next milestone of 500 rebranded sites as the rebranding journey continues, with a strong commitment to growth and community.
