What Cherry Energy does

Cherry Energy (legally Cherry Oil Company, Inc.) is a fourth-generation, family-owned energy distributor founded in 1928 and headquartered in Kinston, North Carolina. The company delivers propane, heating oil, commercial fuels (gasoline, on-road and off-road diesel, kerosene, biodiesel, and marine fuel), and motor oil and lubricants to residential, commercial, agricultural, and fleet customers across Eastern North Carolina, spanning Lenoir, Jones, Wayne, Carteret, Craven, Pitt, and Onslow counties. Its core technology and infrastructure consist of two bulk plant locations (Kinston and Seven Springs), a direct delivery fleet with Auto-Fill automatic scheduling, a 4,000+ sq ft motor oil/lubricants storage facility, and a Kinston showroom where certified technicians install propane appliances, generators, and solar systems.

The company's revenue model combines usage-based propane and heating oil delivery, commercial wholesale fuel sales with volume discounts, one-time appliance sales and installation, transaction fees on dealer supply and lubricants distribution, a 3% credit card surcharge, and professional services for autogas fleet conversions. Customer relationships are anchored by recurring Auto-Fill subscriptions, the iFuel payment program (Level Payment Plan, Price Cap protection, Seasonal Prebuy), and a $100/$100 referral bonus that drives new customer acquisition. Distribution channels include direct field sales, a 10+ branded dealer network (BP and Pure), bulk transport for industrial sites, and a referral program, with marketing reach through content marketing, community events, and a Readers' Choice Gold Award-winning local reputation. Leadership is held by Jay Cherry (President/CEO), Jason Cherry (Vice President/COO), and Maggie Cherry (CFO/CPA/MBA), with no external institutional ownership.

Name

Cherry Energy

Legal name

Cherry Oil Company, Inc.

Website

https://cherryenergy.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

Cherry Energy is a fourth-generation, family-owned fuel distributor founded in 1928 serving Eastern North Carolina with propane, heating oil, commercial fuels, autogas conversions, and alternative energy solutions across residential, commercial, agricultural, and fleet customers.

Ownership category

akta.pro rank

Product category

Propane and Fuel Distribution Services

NAICS

Fuel Dealers (457210), Gasoline Stations with Convenience Stores (45711)

SIC

Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

akta.pro primary industry

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

Keywords

• Propane delivery services
• Heating oil supply
• Commercial fuel distribution
• Autogas fleet conversion
• Appliance installation services

Headquarters

HQ city

Kinston

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Propane Delivery: Residential and commercial propane delivery through scheduled Auto-Fill program or Will-Call orders. Revenue generated per gallon with additional fees for Will-Call delivery and emergency service.
2. Heating Oil: Heating oil delivery for residential customers with Auto-Fill and Level Payment Plan options.
3. Commercial Fuels: Wholesale gasoline, on-road diesel, off-road diesel, kerosene, and marine fuels sold to commercial and industrial customers with volume discounts and project planning services.
4. Propane Appliances Sales and Installation: Sales and installation of propane appliances including tankless water heaters, gas logs, space heaters, generators, grills, and hearth products. Professional installation services with certified technicians.
5. Motor Oil and Lubricants: Sale of packaged case goods and drums of motor oils, transmission fluids, hydraulic fluids, gear oils, and greases from Union 76 and Warren brands.
6. Dealer Supply: Branded (BP and Pure) and nonbranded gasoline supply to service stations with support services including monitoring, branding, equipment leasing, and consulting.
7. Propane Autogas Fleet Services: Fleet conversion services, onsite fueling station design/build, and ongoing autogas supply for commercial vehicle fleets.
8. Payment Processing Surcharge: 3% surcharge applied to credit card transactions for payment processing.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Cherry Energy is a regional energy distributor that delivers propane and heating oil to residential and commercial customers in Eastern North Carolina, sells wholesale commercial fuels (gasoline, diesel, kerosene, biodiesel, marine) to industrial accounts, supplies branded and unbranded gasoline to a dealer network of service stations, sells and installs propane appliances and generators, performs propane autogas fleet conversions with onsite fueling station builds, and offers solar PV and solar hot water installations as alternative energy solutions.

Product overview

Cherry Energy is a family-owned energy company serving Eastern North Carolina since 1928, offering a diversified portfolio of energy products and services. The core offerings include propane delivery (with Auto-Fill, Will-Call, Price Cap, and Season Prebuy options), heating oil, and commercial fuels (gasoline, on-road/off-road diesel, kerosene, biodiesel, marine fuel). The company sells and installs propane appliances including tankless water heaters, gas logs, hearth products, space heaters, and generators through its Kinston showroom. Commercial services encompass dealer supply for service stations, bulk transport, and motor oil/lubricants. The iFuel payment program provides Auto-Fill automatic delivery, Level Payment Plans, and pricing protection options. Alternative energy solutions include solar hot-water systems and photovoltaic (PV) solar installations for residential and commercial properties. Service offerings include professional installation, maintenance, and repair for all equipment. Leadership includes Jay Cherry (President/CEO), Jason Cherry (Vice President/COO), and Maggie Cherry (CFO/CPA/MBA).

Differentiator

Problem solved

Functional benefit

Brands

• iFuel Program: Convenient billing and delivery options program for home propane and heating oil customers, including Auto-Fill, Level Payment Plan, and pricing protection options.

Products and services

• Propane Delivery Reliable propane delivery service for residential and commercial customers in Eastern North Carolina, offering Auto-Fill automatic delivery with weather-based scheduling, Will-Call on-demand delivery, and pricing plans including Price Cap and Seasonal Prebuy. Includes 24/7 emergency delivery and a $50 no-run-out credit guarantee for 250+ gallon tanks.
• Heating Oil Delivery Reliable heating oil supply and delivery service for residential and commercial customers in Eastern North Carolina, with Auto-Fill automatic delivery and Level Payment Plan options for credit-approved customers.
• Propane Autogas Fleet Conversion Alternative vehicle fuel solution for commercial fleet conversions, including vehicle conversion, financing arrangement, state and federal incentive research, onsite fueling station design and build, and fleet card account setup. Enables up to 90% greenhouse gas reduction vs gasoline engines and infrastructure costing up to 50% less than equivalent EV charging stations.
• Propane Tankless Water Heaters On-demand propane tankless water heaters (Rinnai) that provide continuous hot water with energy savings up to 40% compared to traditional tank heaters, with compact wall-mounted designs and professional installation by certified technicians.
• Propane Gas Logs Vented and vent-free propane gas log sets from Majestic, RH Peterson, and Empire, offering 30-40% lower operating cost and 35-40% lower carbon emissions compared to wood-burning fireplaces, sold and installed by certified technicians.
• Hearth Products and Fireplaces Propane fireplaces and hearth products including design consultation, venting options (direct vent, natural vent, vent-free), sizing guidance, and professional installation services for Empire, Majestic, and related brands.
• Propane Space Heaters Propane space heaters from Empire, Rinnai, and Majestic, including direct-vent and vent-free models for zone heating in basements, sunrooms, workrooms, and additions, sold with professional installation.
• Propane Generators Whole-house and portable propane backup generators from Generac and Kohler brands, providing automatic backup power during outages with expert installation, propane tank connection, and related services by Generac-certified technicians.
• Wholesale Commercial Gasoline Wholesale gasoline supply with multiple octane levels, flexible short and bulk load tank delivery options, and ValvTect Advanced Additives for ethanol fuel protection, sold to commercial customers including service stations, marinas, and fleets.
• Off-Road Diesel Ultra-low sulfur off-road diesel fuel for construction, engineering, and agricultural equipment including tractors, horticultural equipment, earth-moving machinery, and generators.
• On-Road Diesel Ultra-low sulfur on-road diesel delivery for construction, motorsports, marine, bus/shuttle, waste management, hospitality, golf courses, warehouses, and delivery companies.
• Kerosene K1 kerosene and kerosene-blended fuel delivery for space heaters at farms, construction sites, and industrial projects, with cold-weather resistance to fuel gelling.
• Biodiesel Biodiesel fuel from renewable domestic resources including plant oils, animal fats, and used cooking oil, with custom blend grades from B5 through B100 and up to 57% reduction in greenhouse gas emissions versus petroleum diesel.
• Marine Fuel ValvTect Marine Gasoline and ValvTect Marine Premium Diesel formulated for marine engines, preventing ethanol-related corrosion, providing fuel stability up to one year, and improved moisture dispersal.
• Service Station Dealer Supply Full-service petroleum distribution program for service stations including branded (BP and Pure) and nonbranded gasoline supply, automatic delivery, 24-hour tank monitoring, station branding, site construction, equipment leasing, and business and environmental consulting.
• Bulk Fuel Transport Bulk fuel transport delivery services for large industrial, agricultural, municipality, hospital, marina, and retail sites with daily deliveries throughout North Carolina.
• Motor Oil and Lubricants Full line of Union 76 and Warren brand motor oils and lubricants including diesel, synthetic blend and full synthetic engine oils, gear oils, greases, transmission fluids, and hydraulic fluids, with over 4,000 sq ft of storage and delivery of packaged products.
• Installation Services Expert installation of propane appliances, onsite commercial fueling facilities, residential and commercial photovoltaic systems, solar hot water systems, and residential outdoor spaces including outdoor kitchens and hearths.
• Maintenance and Repair Services Certified technician repair and maintenance services for propane appliances and equipment, including system diagnostics, routine maintenance to prevent breakdowns, and installation and upgrade services.
• Solar Solutions Solar panel consultation, solar hot-water systems capable of heating 80+ gallons daily, and photovoltaic (PV) systems for residential and commercial properties with LEED and HERS score improvements.

Quantifiable outcome

• Tankless propane water heaters can save up to 40% on water heating bills compared to traditional tank heaters
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• BP (British Petroleum)coreChannel Partner/ Reseller/ DistributorCherry Energy supplies branded BP gasoline to service stations in Eastern North Carolina. Provides automatic gasoline delivery, 24-hour tank monitoring, station branding, site/equipment leasing, and business/environmental consulting for BP-branded dealers.
• Pure (Fuel Brand)coreChannel Partner/ Reseller/ DistributorCherry Energy supplies branded Pure gasoline to service stations. Offers complete station branding, automatic delivery, and support services for Pure-branded locations including Pure Mart stores.
• GeneraccoreTechnology or IntegrationCherry Energy installs Generac whole-house propane backup generators. Company is certified as Generac technicians providing generator installation, connection to propane tank, and related services.
• RinnaicoreTechnology or IntegrationCherry Energy sells and installs Rinnai propane space heaters and tankless water heaters. Rinnai products featured in showroom and installation services.
• Empire (Heating Products)coreTechnology or IntegrationCherry Energy offers Empire propane space heaters. Empire products included in extensive space heater selection.
• MajesticcoreTechnology or IntegrationCherry Energy offers Majestic gas log sets and propane appliances. Majestic products available in showroom with vented and vent-free options.
• RH PetersoncoreTechnology or IntegrationCherry Energy offers RH Peterson gas log sets. Premium brand included in propane gas log product lineup.
• Empire (Fireplace Products)coreTechnology or IntegrationCherry Energy offers Empire direct vent fireplaces and hearth products. Empire brand featured in fireplace design services.
• ValvTect PetroleumcoreTechnology or IntegrationCherry Energy uses ValvTect Advanced Additives for Ethanol Fuels. Supplies ValvTect Marine Gasoline and ValvTect Marine Premium Diesel formulated for marine engines to prevent ethanol-related problems and fuel instability.
• Union 76coreChannel Partner/ Reseller/ DistributorCherry Energy offers full line of Union 76 products including diesel, synthetic blend and full synthetic engine oils, gear oils, greases. Union 76 branded motor oils and lubricants available from 4,000+ sq ft storage.
• Warren (Lubricants)coreChannel Partner/ Reseller/ DistributorCherry Energy offers Warren brand motor oil, transmission fluids, hydraulic fluids, and gear oils. Warren products stocked alongside Union 76 offerings.
• North Carolina Propane Education and Research (NCPER)minorStrategic or Co-development PartnerNorth Carolina Propane Education and Research provides rebates for propane appliances. Cherry Energy guides customers to these rebates for installing eligible propane appliances. Also connected to NCPGA rebates.
• North Carolina Propane Gas Association (NCPGA)minorStrategic or Co-development PartnerNCPGA provides rebates and coupons available through propanenorthcarolina.com. Cherry Energy directs customers to NCPGA resources for savings on propane appliances.
• Propane Education & Research Council (PERC)minorStrategic or Co-development PartnerPERC creates propane safety videos and educational materials. Cherry Energy references PERC resources on propane safety pages and shares information about propane benefits with customers.
• US Department of Energy / EPAminorOthersFederal agencies providing regulatory framework for alternative fuels. Cherry Energy guides customers to energystar.gov for federal tax credits under the Inflation Reduction Act for ENERGY STAR-certified heating and cooling systems.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Robison Oil: Fourth-generation, family-owned regional home heating oil and propane distributor in New York with automatic delivery — same multi-generational family business model with similar residential fuel delivery economics.
• Mirabito Holdings: Family-owned Northeast US energy distributor providing propane, heating oil, diesel, gasoline, and lubricants with bulk delivery — closely mirrors Cherry's mixed fuel-delivery and dealer-supply model.
• Blossman Gas & Appliance: Family-owned since 1954, Blossman is a Southeast US regional propane and appliance retailer with showroom and installation services — the closest family-business, multi-product propane distributor comparable to Cherry Energy.
• ThompsonGas: Multi-state propane retailer and dealer supplier operating in the Southeast with autogas and appliance offerings — directly comparable in product mix and dealer/wholesale model to Cherry's Eastern NC operations.
• Heritage Propane (CHS): Regional propane distributor with retail, autogas fleet, and dealer-supply business across multiple US regions — directly comparable to Cherry's diversified propane and commercial fuel distribution model.
• Star Group L.P. Public US heating oil and propane distributor serving Northeast residential and commercial customers — directly comparable on heating-oil + propane dual mix and customer subscription economics.

Others

• Pilot Thomas Logistics: Commercial fuel and lubricant distributor serving industrial and fleet customers across the US — relevant adjacent peer for Cherry's commercial fuels, lubricants, and bulk transport segment.

Broad incumbents

• Suburban Propane Partners: Public national propane and fuel oil distributor with residential, commercial, and autogas segments — broad competitor in the same retail propane and heating fuel space Cherry operates in.
• Ferrellgas Partners: Top-3 publicly traded US propane retailer with national footprint across residential, commercial, and dealer-supply — the type of broad incumbent Cherry competes against in NC markets.
• AmeriGas Propane (UGI): Largest US propane distributor serving residential, commercial, autogas and wholesale nationwide — sets the competitive ceiling Cherry benchmarks against for pricing, service programs, and dealer supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/cherryenergync
• Facebookfacebook.com/cherryenergy
• LinkedInlinkedin.com/company/cherry-energy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Cherry Energy