A filling station in Somersham, Cambridgeshire, is on track to increase fuel sales by 35% after switching its fuel supplier from Power to Pace.

Cole & Day, which is owned by William and Sandra Day, expects to achieve annual fuel sales of more than 900,000 litres in its first year with the Pace brand, a 35% increase on the previous 12 months.

Commenting on the switch their son Andrew, who has managed the forecourt operation for the past 12 years, said: “It has transformed the forecourt and the new image has been very well received by our customers.

“We have seen an immediate increase in fuel sales and several other important changes for the better including a more transparent invoicing system. We now have a much better understanding of our fuel costs and the available margin to work with.

“Pricing is also more competitive and, as a result, we‘re attracting more through traffic onto the forecourt. This also has a positive knock-on effect for other parts of our business.”

He adds: “We made the decision to go with Pace for the long-term future of the business. The Pace brand is a good choice for small rural forecourts and we have developed a strong relationship with supplier Certas Energy. They understand the independent and regularly demonstrate their commitment by their actions and flexibility.

“That flexibility was evident when we decided against an illuminated canopy fascia preferring to keep our family name up in lights. Some national fuel suppliers may not have agreed to this demand but Certas did and that sat well with us.”