Afd Petroleum
AFD Petroleum is a family-owned fuel and lubricant distributor founded in 1989, operating 24 cardlock and office locations across Western Canada and Alaska. It supplies bulk fuels, the full Mobil lubricants line, custom storage tanks, and Fuel Shield telemetry to industrial, commercial, and residential customers.
- Company typePrivate
- Founded1989
- HeadquartersEdmonton, Canada
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Afd Petroleum does
AFD Petroleum Ltd. is a family-owned, Alberta-domiciled independent fuel and lubricant distributor founded in 1989, operating 24 cardlock and office locations across Western Canada (Alberta, British Columbia, Yukon) and Alaska. The company supplies gasoline, diesel, racing fuel (the proprietary Fury Racing Fuel line), home heating oil and propane, and the full Mobil lubricants portfolio — engine oils, transmission fluids, gear and hydraulic oils, greases, and support fluids — to industrial customers in mining, construction, forestry, energy, and agriculture, alongside residential home-heating, marine, utility, aviation, and motorsports segments. Revenue is generated primarily through transaction-based bulk fuel delivery, cardlock fueling, on-site mobile fueling, hardware sales of custom storage tanks, and quote-based B2B pricing.
Underlying the distribution business is a technology layer consisting of Fuel Shield hardware (co-developed with SCI Global) and the FuelB4 mobile application, which together deliver real-time monitoring and reporting on fuel consumption, equipment efficiency, delivery status, and operating expenses. The company has also entered a clean-energy initiative: in October 2025 it launched a hydrogen pilot in Edmonton with New York-based Grimes CarbonTech, using proprietary Caustic Aqueous-Phase Electrochemical Reforming (CAPER) technology to convert Alberta crop-derived ethanol into hydrogen at a reported target cost of $4-7/kg versus ~$35/kg at typical stations. Pilot capacity is 250kg of hydrogen daily, with a stated scale target of 1,250kg daily consuming 50,000 tons of Alberta crops annually per standard station.
Go-to-market is sales-led and B2B, executed through direct field sales, a 24-location cardlock network, on-site mobile fueling services, and a quote-request workflow on the company website. Marketing combines content marketing, social media, industry events, and earned media. The company is privately held with no disclosed investors, no M&A history, and no public revenue figures, and operates with a flat leadership team led by President Dale Reimer and CMO Gurshan Dhillon.
Afd Petroleum firmographics
Firmographics- Name
- Afd Petroleum
- Legal name
- AFD Petroleum Ltd.
- Website
- https://afdpetroleum.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AFD Petroleum is a family-owned fuel and lubricant distributor founded in 1989, operating 24 cardlock and office locations across Western Canada and Alaska. It supplies bulk fuels, the full Mobil lubricants line, custom storage tanks, and Fuel Shield telemetry to industrial, commercial, and residential customers.
- Ownership category
- akta.pro rank
Afd Petroleum industry classification
Industry- Product category
- Fuel and Lubricant Distribution
- NAICS
- Fuel Dealers (45721), Fuel Dealers (457210)
- SIC
- Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)
- akta.pro primary industry
- Industrial Lubricants (Hydraulics, Gear, Compressor, Turbine, Metalworking) (EUALAJAG)
- akta.pro secondary industries
- Marine & Offshore Lubricants (Cylinder Oils, System Oils, EALs) (EUALAJAI), Marine Fueling & Engine Fluids Retail (Oil, Additives, Lubricants) (CRAMAIAK)
Keywords
Where Afd Petroleum is headquartered
LocationHeadquarters
- HQ city
- Edmonton
- HQ country
- Canada
- HQ region
- North America
Offices23 records
Markets served
Afd Petroleum business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Fuel Sales: Bulk fuel delivery including diesel, gasoline, racing fuel, home heating oil, and specialty fuels across Western Canada and Alaska through 24 cardlock and office locations.
- Lubricant Sales: Full line of Mobil lubricants including engine oils, transmission fluids, gear oils, hydraulic oils, greases, and support fluids for commercial and industrial customers.
- Storage Tank Solutions: Customizable fuel storage tanks with real-time monitoring, heated control rooms, and comprehensive fuel management solutions for remote locations.
- Hydrogen Production: Clean hydrogen production pilot project using Alberta crops as feedstock. Future revenue stream from hydrogen fueling stations producing 250kg daily at pilot, scaling to 1,250kg daily at full stations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B bulk fuel pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Afd Petroleum product offering
Product offeringCore offering
AFD Petroleum is a family-owned fuel and lubricant distributor headquartered in Edmonton, Alberta, supplying commercial and residential customers across Western Canada and Alaska. The company distributes gasoline, diesel, racing fuel, home heating oil, and the full Mobil line of lubricants, alongside fuel storage tanks, cardlock fueling access, and proprietary fuel monitoring technology. Its offerings are tailored to industries including mining, construction, forestry, energy, agriculture, marine, and utilities, with a residential home heating delivery segment.
Product overview
AFD Petroleum is a family-owned fuel, lubricants, and on-site fuel management solutions provider established in 1989, operating 24 locations across Western Canada and Alaska. The company offers an integrated portfolio of products: core fuel offerings (gasoline, diesel, racing fuel, home heating), a full line of Mobil lubricants (engine oils, transmission fluids, gear oils, hydraulic oils, greases, support fluids), and customizable storage tanks. Technology add-ons include Fuel Shield hardware and FuelB4 mobile app for real-time fuel monitoring and management. The company recently launched a clean hydrogen pilot project with Grimes CarbonTech to produce hydrogen from Alberta crop-based ethanol using CAPER technology.
Differentiator
Problem solved
Functional benefit
Brands
- Fury Racing Fuel: High-octane racing fuel available in three leaded unoxygenated grades for competitive motor sport engines, designed for high compression, high horsepower vehicles.
- Fuel Shield Technology
- Auto-fill Program
Products and services
- Gasoline and Diesel
Quantifiable outcome
- Hydrogen production cost of $4-7 per kilogram vs. $35 per kilogram at typical stations
- +1 more outcomes
Companies that use Afd Petroleum
Customer profileSegments10 records
Ideal customer profiles2 records
Afd Petroleum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Afd Petroleum partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and secondary.
- Grimes CarbonTechcoreGroundbreaking partnership with New York-based Grimes CarbonTech to launch a first-of-its-kind clean hydrogen pilot project in Edmonton using Alberta crops as feedstock. AFD handles bulk ethanol delivery and storage while Grimes CarbonTech provides its proprietary CAPER hydrogen production technology. The pilot project at AFD's Edmonton head office features a fuelling station producing 250kg of hydrogen daily. At scale, standard stations will produce 1,250kg daily and consume 50,000 tons of Alberta crops annually.
- SCI GlobalcoreTechnology partnership for Fuel Shield hardware development. SCI Global collaborated with AFD to create Fuel Shield technology that easily installs on any fuel tank. The hardware integrates with AFD's FuelB4 app providing real-time reporting on fuel consumption, equipment efficiency, delivery status, and expenses. This technology partnership enables AFD's fuel management solutions.
- Mobil (ExxonMobil)coreExclusive product partnership offering the full line of Mobil lubricants. AFD Petroleum features the complete Mobil product portfolio including engine oils, transmission fluids, gear oils, hydraulic oils, greases, and support fluids. Mobil is globally recognized for innovation, reliability, and performance across transportation, construction, mining, oil and gas, and agriculture industries.
- ShellsecondaryProduct partnership for Shell Diesel Extra (SDX) with advanced DYNAFLEX additive technology. Shell SDX is designed to help save fuel costs and maintenance costs over engine lifetime, increasing mileage through improved fuel economy and containing cleaning properties to prevent fuel system corrosion.
Scale indicators7 records
Recent moves2 records
Expansion highlights5 records
Afd Petroleum competitors and assessment
Company assessmentBroad incumbents
- Parkland Corporation: Large Canadian fuel marketer and convenience retailer headquartered in Calgary with cardlock, bulk fuel, lubricants, and storage operations across Western Canada. Closest large-scale peer to AFD's integrated fuel/lubes/storage model, though Parkland operates at national scale with institutional capital.
- Imperial Oil (Esso): Major integrated oil company with branded Esso cardlock and bulk fuel distribution across Canada including Western Canada. Overlaps with AFD on cardlock and wholesale fuel supply but at much larger scale and with refining integration.
- Suncor Energy (Petro-Canada): Integrated energy company with Petro-Canada retail and wholesale fuel network spanning Canada, including Western Canada. Sells into the same mining, energy, and industrial customer base as AFD through branded cardlock and bulk supply arrangements.
- Shell Canada: Branded fuel and lubricants supplier with cardlock and bulk fuel operations across Canada, including Shell Diesel Extra (SDX) — a product AFD actually resells. Comparable in commercial/industrial fuel and lubricant segments, but at national scale and with refining assets.
- Husky Energy / Cenovus Energy: Major Western Canadian integrated energy producer with wholesale and retail fuel marketing including cardlock networks. Comparable customer overlap in mining, oil & gas, and industrial segments, particularly in northern Alberta and BC.
- Murphy USA: U.S.-based fuel marketer with extensive cardlock/retail network and growing lubricants offering. Useful as a public-market comparable for the cardlock + lubricants distribution model, though operating primarily in the Lower 48 rather than AFD's northern geography.
Direct peers
- Federated Co-operatives Limited: Western Canadian cooperative wholesaler of fuel, lubricants, and related products serving member retail co-ops across the Prairies and into BC/Yukon. Operates a cardlock/bulk fuel network comparable to AFD's, including remote northern locations, and is one of AFD's most direct competitors in Western Canada.
- UFA (United Farmers of Alberta): Alberta-based farmer-owned cooperative supplying bulk fuel, lubricants, and farm inputs through cardlock and bulk delivery across rural Alberta. Competes directly with AFD in the energy/construction/agriculture cardlock and lubricants segments in AFD's home market.
Regional players
- North 60 Petroleum: Independent fuel distributor serving northern Alberta and Peace River region with bulk fuel delivery and cardlock locations. Geographic overlap with AFD's northern Alberta cardlocks (e.g., Fort Nelson, Sexsmith, Wonowon) makes it a regional direct competitor in remote industrial fueling.
- Alaska Petroleum Distributors: Alaska-focused independent fuel distributor providing bulk fuel and lubricants to commercial and industrial customers in similar end markets. Direct overlap with AFD's Fairbanks, Alaska operations and remote industrial customer segments.
Market position
Strengths5 records
Weaknesses6 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Afd Petroleum social profiles
Digital presenceAfd Petroleum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Afd Petroleum leadership team
Management profileNumber of profiles
Profiles1 record
Afd Petroleum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Afd Petroleum M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Afd Petroleum
What does Afd Petroleum do?
AFD Petroleum is a family-owned fuel and lubricant distributor headquartered in Edmonton, Alberta, supplying commercial and residential customers across Western Canada and Alaska. The company distributes gasoline, diesel, racing fuel, home heating oil, and the full Mobil line of lubricants, alongside fuel storage tanks, cardlock fueling access, and proprietary fuel monitoring technology. Its offerings are tailored to industries including mining, construction, forestry, energy, agriculture, marine, and utilities, with a residential home heating delivery segment.
Is Afd Petroleum a public or private company?
Afd Petroleum is a private company. It is classified as family owned and is currently operating.
When was Afd Petroleum founded?
Afd Petroleum was founded in 1989. It employs 101 to 250 people.
Where is Afd Petroleum based?
Afd Petroleum is headquartered in Edmonton, Canada, in the North America region.
How does Afd Petroleum make money?
Four revenue lines are on record. Fuel Sales are the primary driver. The others are lubricant Sales, storage Tank Solutions and hydrogen Production.
Who are Afd Petroleum's main competitors?
Broad incumbents on record are Parkland Corporation, Imperial Oil (Esso), Suncor Energy (Petro-Canada), Shell Canada, Husky Energy / Cenovus Energy and Murphy USA. Direct peers are Federated Co-operatives Limited and UFA (United Farmers of Alberta). Regional players are North 60 Petroleum and Alaska Petroleum Distributors.
Does Afd Petroleum have an API?
No public API is recorded for Afd Petroleum.
What industry is Afd Petroleum in?
Afd Petroleum's product category is Fuel and Lubricant Distribution. Its primary akta.pro industry code is EUALAJAG, Industrial Lubricants (Hydraulics, Gear, Compressor, Turbine, Metalworking), with a secondary code of EUALAJAI, Marine & Offshore Lubricants (Cylinder Oils, System Oils, EALs). Its NAICS code is 45721 and its SIC code is 5171.