Energy firm offering wholesale prices gains strong uptake with forecourt operators

An energy company that can offer significantly reduced gas and electricity costs by giving smaller businesses direct access to the daily wholesale market has gained a strong following among forecourt operators, with over 200 sites already using the firm’s services.

Hedged allows forecourt and convenience store operators, and other business owners, to bypass long-term fixed energy contracts, and instead pay gas and electricity rates based on daily wholesale prices, with the subscription-based proposition offered on a 30-day rolling contract model. 

The firm was set up in 2025 and has since has signed up over 200 forecourts, together with 37 convenience stores. Hedged is also undergoing trials with “one of the largest fuel distributers in the UK”.

The company describes itself as neither an energy supplier nor a broker, but a “direct-to-supplier energy subscription product” – though the actual electricity and gas procured via Hedged is supplied by French giant TotalEnergies.

Hedge’s founder, Daniel Ashman, says that he started the firm in direct response to the “negative commercial and sales practices” he witnessed following years working in the energy sector where he saw how “some brokers and suppliers are underserving and overcharging their customers”.

One of the forecourt firms to have signed up with Hedge is Ascona, whose group finance director, Shane Higgon comments:

“We are constantly bombarded with cold calls and emails offering ‘amazing’ energy deals. While reviewing quotes for a new forecourt to our portfolio, Hedged came in 22% below the fixed contract offers we were seeing at the time.

“Even in the current energy crisis, they’re still delivering a really competitive pricing for our portfolio, and I’m looking forward to seeing how they continue to support cost efficiency across our growing business.”

Hedged has also been endorsed by Keith Guppy of consultancy firm Fuel Supply Solutions, who says:

“The Hedged approach tackles the two biggest concerns I am seeing from businesses around energy – cost and clarity – giving them greater cost efficiency and full transparency over where their money is going.”