Retif Oil and Fuel

What Retif Oil and Fuel does

Retif Oil & Fuel, LLC is a privately held, family-owned fuel and lubricants distributor founded in 1965 and headquartered in Harvey, Louisiana. The company operates 20+ service locations across six Southeast states (Louisiana, Alabama, Mississippi, Arkansas, Florida, and Georgia), providing wholesale fuel delivery via bobtail, transport, and dockside methods to commercial customers in transportation, construction, marine, oil and gas, agriculture, mining, manufacturing, and forestry, plus branded fuel supply and consulting to independent gas stations and convenience stores.

The product portfolio combines commodity fuel (gasoline, on-road and off-road diesel, ethanol blends, ultra-low-sulfur, DEF) with a multi-brand lubricants line spanning Shell Rotella, Spirax, Gadus, Tellus, Corena, Omala, Morlina, and Tonna series alongside the proprietary Pink Moose brand. Supporting services include fuel storage tank rentals (650-20,000 gallon units) with electronic monitoring, fixed-price and strip-price fuel contracts, the Refuel fleet fuel card with access to 57,000+ nationwide locations via CFN, equipment maintenance (oil analysis, dehydration, filtration, consulting), and convenience-store consulting. The technology layer consists of a customer portal with iOS/Android apps for account management, tank readings, payments, and reporting, integrated with Anova/xFluid for electronic tank monitoring and CFN for card-based fleet fueling.

Revenue mechanics center on transaction-based fuel and lubricant resale augmented by recurring tank rental subscriptions, equipment service fees, and contract-based fixed-price fuel supply to managed accounts. Distribution is sales-led with relationship-based account management, complemented by self-service digital channels and a referral program. The company maintains authorized-distributor relationships with Chevron, Exxon/Mobil, Texaco, and Shell, and is led by CEO Kenny Retif with an executive team that includes family members in general counsel and operations roles, a COO/Integrator, and CFO.

Name

Retif Oil and Fuel

Legal name

Retif Oil & Fuel, LLC

Website

https://retif.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

51–100 employees

Short description

Retif Oil & Fuel is a family-owned fuel and lubricants distributor operating 20+ locations across Louisiana, Alabama, Mississippi, Arkansas, Florida, and Georgia, delivering gasoline, diesel, DEF, lubricants, tank rentals, and fleet fuel cards to commercial customers in transportation, construction, marine, oil and gas, agriculture, mining, and manufacturing.

Ownership category

akta.pro rank

Product category

Fuel and lubricants distribution

NAICS

Fuel Dealers (45721)

SIC

Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

akta.pro secondary industries

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK)

Keywords

• Bulk fuel delivery
• Industrial lubricants distribution
• Fleet fuel management
• Fuel storage tank rental
• Diesel exhaust fluid supply

Headquarters

HQ city

Harvey

HQ country

United States

HQ region

North America

Offices20 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Fuel Products: Bulk fuel products including gasoline, diesel (on-road and off-road), ethanol blended fuels, and ultra low sulfur variants. Delivered via bobtail, transport, and dockside services to commercial businesses across the Southeast.
2. Lubricants Distribution: Distribution of lubricants including Shell products, Pink Moose brand, and Pennzoil. Products include engine oils, hydraulic fluids, greases, and gear oils in sizes ranging from 5-gallon buckets to bulk totes.
3. Diesel Exhaust Fluid (DEF): DEF delivery, storage tanks, and transfer/pumping equipment. Includes automatic tank monitoring and on-demand delivery services for fleet maintenance.
4. Fuel Storage Tank Rentals: On-site fuel storage tank rentals ranging from 650 to 20,000 gallons for equipment refueling and backup fuel supply. Includes delivery, setup, and maintenance services.
5. Fuel Contracts: Fixed price and strip price fuel contracts enabling customers to mitigate risk, meet budgets, win bids, and spread risk. Available for Louisiana, Alabama/Mississippi, and Arkansas markets.
6. Refuel Fleet Fuel Card: Fleet fuel card program providing access to 57,000+ Refuel locations nationwide with fraud protection, transaction tracking, and billing on transaction usage with average pricing.
7. Equipment Maintenance Services: Oil dehydration and filtration, oil analysis, consulting and design, phase separation and water removal services to extend equipment life and minimize downtime.
8. Gas Station Branding: Distributor of established fuel brands (Chevron, Exxon, Texaco) for gas station branding partnerships, including branded fuel delivery and brand support services.
9. Convenience Store Consulting: Professional consulting services for planning, remodeling, equipment selection, and branded gas station setup. Includes brand compliance and in-store procurement guidance.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Retif Oil & Fuel is a family-owned regional distributor that delivers gasoline, diesel (on-road and off-road), and DEF to commercial customers via bobtail, transport, and dockside services across the Southeast US. It also distributes Shell and proprietary Pink Moose lubricants in package and bulk sizes, rents on-site fuel storage tanks (650-20,000 gallons), offers fixed and strip-price fuel contracts, and operates the Refuel fleet fuel card across 57,000+ locations. It supports these products with equipment maintenance, site assessments, and convenience store consulting, and runs a self-service customer portal and mobile app for account, payment, and tank-level management.

Product overview

Retif Oil & Fuel is a regional fuel and lubricant distributor operating since 1965, serving commercial businesses across the Southeast United States. The company operates as a portfolio of integrated products and services rather than a single unified platform. Core offerings include fuel delivery (bobtail, transport, and dockside), lubricants (proprietary Pink Moose brand plus Shell products), DEF, and fuel storage tank rentals. These are supported by add-on services including fuel contracts, the Refuel Fleet Fuel Card program, equipment maintenance, convenience store consulting, and gas station branding partnerships with Chevron, Exxon, and Texaco. The company also provides a customer portal with mobile apps for account management. Tank rental sizes range from 650 to 20,000 gallons, and the fleet card provides access to over 57,000 locations nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Pink Moose: Proprietary lubricant brand including motor oils (Dexos, Fleet), hydraulic fluids, and ATF products for various industries.

Products and services

• Fuel Delivery Wholesale fuel delivery service providing bobtail, transport, and dockside delivery of gasoline, diesel (on-road and off-road), and DEF to commercial businesses across the Southeast US.
• Lubricants Distribution Distribution of premium lubricant brands including Shell product lines and the proprietary Pink Moose brand, supplying engine oils, hydraulic fluids, greases, and transmission fluids in sizes from 5-gallon buckets to bulk totes.
• Diesel Exhaust Fluid (DEF) DEF delivery service plus storage tanks and transfer/pumping equipment to keep diesel exhaust fluid clean and pure for SCR emission systems used in commercial diesel engines.
• Fuel Storage Tank Rentals On-site equipment refueling and backup fuel supply through rental tanks ranging from 650 to 20,000 gallons, with delivery, setup, maintenance, and electronic tank monitoring services included.
• Fuel Contracts Fixed-price and strip-price fuel contract solutions for commercial customers in Louisiana, Alabama, Mississippi, and Arkansas, designed to help meet budgets, win bids, or spread fuel price risk.
• Refuel Fleet Fuel Card Fleet fuel card program providing access to over 57,000 locations nationwide with instant transaction tracking, fraud protection, and mobile pay capabilities via the CFN network for cardless refueling.
• Equipment Maintenance Services Equipment maintenance services including oil dehydration and filtration, oil analysis, consulting and design services, phase separation prevention, and water removal to extend equipment life and minimize downtime.
• Gas Station Branding Program Branded gas station partnership program distributing established fuel brands including Chevron, Exxon, and Texaco to independent gas station owners, offering branded fuel delivery, signage, brand support, and premium fuel supply.
• Emergency Fuel Delivery Emergency fuel delivery service for disaster response and critical operations, including rapid turnaround, tank rentals for generator fuel supply, and preparedness planning for emergency responders and critical service providers.
• Retif Customer Portal and Mobile App Online customer portal with iOS and Android mobile apps that provides account management, electronic funds transfers, payments, pricing access, tank readings, robust reporting, and credit card processing for commercial and convenience store customers.
• Convenience Store Consulting Professional consulting services for convenience store owners covering planning, remodeling, equipment selection, and branded gas station partnership implementation, including brand compliance support and in-store procurement guidance.

Quantifiable outcome

• Access to over 57,000 fuel locations nationwide through Refuel fleet card network
• +2 more outcomes

Named customers7 records

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ChevroncoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Chevron fuel and lubricants. Provides branded fuel delivery, brand support, signage, and fuel pump maintenance for gas station partners. Chevron branding offers premium fuel innovation, loyalty programs, and the Techron advantage.
• Exxon/MobilcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Exxon and Mobil branded fuels. Offers substantial sales volume increase through loyalty programs, innovative fuel options, and Synergy brand image. Synergy Diesel Efficient fuel provides competitive edge.
• TexacocoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Texaco branded fuels. Offers iconic recognition, premium products, strong business support, and Extra Mile franchise for convenience offerings. Support for transitioning to lower-carbon solutions.
• ShellcoreChannel Partner/ Reseller/ DistributorLeading distributor of Shell products across the Southeast including Rotella, Spirax, Gadus, Tellus, Corena, Omala, Morlina, and Tonna lubricant lines. Products include engine oils, hydraulic fluids, greases, gear oils, and compressor oils.
• CFN FleetWidecoreTechnology or IntegrationNetwork partner for fleet fuel card program providing access to 57,000+ Refuel locations nationwide. Site locator functionality and CFN PAY mobile payment integration for cardless refueling.
• McPherson Oil CompanyminorStrategic or Co-development PartnerRetif sold its XOM contract to McPherson Oil Company as part of strategic business realignment to take advantage of market opportunities and lower cost to serve.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mansfield Energy Corp: Commercial fuel and lubricants distributor serving construction, industrial, government, and fleet customers across the US. Highly comparable to Retif in target customer (commercial fleets, contractors) and bulk delivery model, though larger and more geographically diverse.
• Offen Petroleum: Regional fuel and lubricants distributor serving commercial and retail customers across Texas, Oklahoma, New Mexico, Colorado, and Kansas. Closely matches Retif's mid-sized regional distributor model with branded fuel partnerships and fleet card programs.
• McPherson Oil Company: Regional fuel and lubricants distributor serving the Southeast US — directly comparable to Retif in size, geography, product mix, and customer base. Notably, McPherson acquired Retif's XOM contract in 2024, making it both a direct peer and a recent counterparty.
• Palmdale Oil Company: Florida-based regional fuel and lubricants distributor serving commercial and retail customers with branded fuels (Shell, Chevron, BP, 76, Citgo), lubricants, and DEF. Directly comparable to Retif in scale, Southeast US presence, and product breadth.

Broad incumbents

• Gulf Oil LP: Branded fuel marketer and distributor with nationwide dealer network. Comparable to Retif's branded gas station distribution channel (Chevron, Exxon, Texaco) and fuels marketing model, though at much larger scale.
• Sunoco LP: Large-scale fuel distribution platform covering wholesale fuel supply, terminal operations, and branded dealer networks across the US. Overlaps with Retif's branded fuel distribution and bulk supply model but at substantially greater scale and national reach.
• World Fuel Services (WFS): Global commercial fuel and lubricants distributor serving aviation, marine, land, and energy customers. Comparable to Retif's marine, oil & gas, and commercial land segments, though WFS operates at much larger scale and broader geography.
• Love's Travel Stops & Country Stores: National travel stop chain with fueling, DEF, lubricants, and fleet services across 40+ states. Comparable to Retif's fleet and commercial fueling offering but at substantially larger scale and with proprietary cardlock sites.
• Marathon Petroleum Corporation: Major US downstream energy company operating refineries, terminals, and branded fuel marketing (Marathon, Shell-branded). Indirectly comparable to Retif via branded fuel distribution economics and wholesale supply relationship in the Southeast.
• Pilot Travel Centers (Pilot Flying J): One of the largest travel center and truck stop operators in North America with proprietary fleet card, DEF, lubricants, and diesel exhaust fluid programs. Competes with Retif for over-the-road fleet customers via denser network and direct retail fueling footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/retif-oil-fuel
• Facebookfacebook.com/RetifOil

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Retif Oil and Fuel