What Freedom Fuels does

Freedom Fuels Australia Pty Ltd (A.C.N. 093 244 761) is a privately held Australian fuel retailer and wholesaler operating across Queensland, New South Wales, and Victoria. Founded in 2000 and headquartered in Eagle Farm, Queensland, the company runs a network of company-operated and participating independent service stations, complemented by Terminal Gate Pricing at seven terminal locations in Brisbane, Sydney, Melbourne, Birkenhead, Gladstone, Mackay, and Newcastle. The business is a subsidiary of Freedom Energy Holdings Pty Ltd and is backed by Idemitsu Kosan Co. Ltd, Japan's second-largest fuel refiner, while retaining full operational autonomy. Headcount stands at 520+ employees, concentrated in Queensland with smaller teams in NSW and Victoria.

The product portfolio spans six fuel grades — E10, Unleaded 91, Premium Unleaded 95, Hi-Octane 98, Diesel (ULSD), and Premium Diesel (PULSD) — plus AdBlue. On top of the core fuel offering, Freedom operates an in-store convenience retail proposition featuring fresh food, branded drinks (Red Bull Chargers), and licensed partnerships (Lick Ice Cream). Its technology layer is primarily operational: a service station management platform, a commercial-account billing system supporting the Freedom Retail Account Card (fleet tracking by vehicle registration, multi-card accounts, 14-day end-of-month billing, up to 45 days credit), and the Friends of Freedom digital loyalty card delivered by email and redeemable at the pump and in-store. There is no public-facing app and no documented AI/ML capability.

Revenue is generated across four streams: retail fuel sales at the pump, in-store convenience transactions, commercial account card sales with volume-based rebates (4–6 cents per litre across three monthly-volume tiers), and wholesale Terminal Gate Pricing for full tanker loads (35,000+ litres). The go-to-market is bifurcated — direct-to-consumer through the service station network and loyalty program for individual motorists, and sales-led account management for commercial buyers ranging from single-vehicle ABN holders to large enterprises in the mining, transport, and resources sectors. The Group's sister entity Trinity Petroleum Services Pty Ltd operates within the same corporate structure.

Name

Freedom Fuels

Legal name

Freedom Fuels Australia Pty Ltd A.C.N. 093 244 761

Website

https://freedomfuels.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Freedom Fuels Australia is a privately held retail and wholesale fuel distributor operating service stations and seven terminals across Queensland, NSW, and Victoria, serving individual motorists, SMB fleets, and wholesale buyers under Idemitsu Kosan backing.

Ownership category

akta.pro rank

Product category

Retail Fuel and Petroleum Distribution

NAICS

Gasoline Stations with Convenience Stores (45711), Fuel Dealers (45721)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

akta.pro secondary industries

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

Keywords

• Retail fuel services
• Wholesale fuel distribution
• Petroleum product retail
• Commercial fuel cards
• Service station network

Headquarters

HQ city

Eagle Farm

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fuel Sales: Sale of automotive fuels including E10, Unleaded 91, Premium Unleaded 95, Hi-Octane 98, Diesel, and Premium Diesel through company-operated and participating retail service stations. Revenue generated per transaction at the pump.
2. Commercial Account Cards: Business fuel accounts providing volume-based rebates (4-6 cents per litre) and 5% in-store discounts. Revenue from fuel sales plus incremental volume rebates funded by customer loyalty and payment terms (14-day billing).
3. Wholesale Fuel Sales: Terminal Gate Pricing for full tanker loads (35,000+ litres) sold directly at terminal locations across Brisbane, Sydney, Melbourne, Birkenhead, Gladstone, Mackay, and Newcastle. All prices inclusive of GST.
4. Convenience Store Sales: In-store retail sales of food, beverages, snacks, and convenience items. 5% discount offered to Friends of Freedom members and Retail Account Card holders.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Freedom Fuels imports and distributes automotive liquid fuels (E10, Unleaded 91, Premium Unleaded 95, Hi-Octane 98, Diesel, Premium Diesel and AdBlue) through a network of company-operated and participating retail service stations across Queensland, New South Wales and Victoria, and through wholesale terminal gate sales at seven terminals nationwide. The company also offers commercial fuel account cards with volume-based rebates and credit terms, a consumer loyalty program (Friends of Freedom), and convenience store food and beverage retail at its service stations.

Product overview

Freedom Fuels operates as a retail and wholesale fuel supplier with a network of service stations across Queensland, New South Wales, and Victoria. The core product portfolio includes six fuel types (Unleaded 91, E10, Premium Unleaded 95, Hi-Octane 98, Diesel, Premium Diesel) plus AdBlue. The company offers two commercial account products: the Retail Account Card for small-to-medium businesses providing volume-based rebates and credit terms, and the Wholesale Fuel Account for larger commercial operations. Consumer-facing offerings include the free Friends of Freedom loyalty program with fuel discounts and in-store savings, while wholesale customers access Terminal Gate Pricing for bulk tanker purchases. The business is independently operated and backed by Idemitsu Kosan Co. Ltd.

Differentiator

Problem solved

Functional benefit

Brands

• Friends of Freedom: Free loyalty club program offering fuel discounts (10 cents per litre off Premium 95 and Hi-Octane 98, 8 cents per litre off Diesel, E10 and Unleaded 91) and 5% in-store discount.
• Freedom Retail Account Card
• Freedom Wholesale Fuel Account

Products and services

• Unleaded 91 (ULP) Standard unleaded petrol fuel meeting Australian fuel quality standards, sold at retail pumps and through wholesale terminal gate pricing.
• E10 Unleaded Ethanol-blended unleaded fuel containing up to 10% ethanol, positioned as a more economical fuel option for motorists, sold at retail and wholesale terminals.
• Premium Unleaded 95 (PULP) Higher-octane premium unleaded petrol for better engine performance, sold at retail service stations and wholesale terminals.
• Hi-Octane 98 Premium high-octane 98 fuel targeted at high-performance engines, available at retail pumps and through wholesale terminal gate pricing.
• Diesel (ULSD) Ultra-low sulphur diesel fuel for diesel-powered vehicles, sold at retail service stations and wholesale terminals nationwide.
• Premium Diesel (PULSD) Premium ultra-low sulphur diesel with enhanced additives for superior engine protection, supplied to commercial and wholesale customers.
• AdBlue Diesel exhaust fluid (DEF) for selective catalytic reduction (SCR) systems in diesel vehicles, supplied through wholesale and commercial channels.
• Freedom Retail Account Card Business fuel card for ABN holders providing volume-based rebates (4-6 cents per litre), 14-day end-of-month payment terms with up to 45 days credit, fleet tracking by vehicle registration, multiple user cards per account, and a 5% in-store discount, with no monthly, card management, or joining fees.
• Freedom Wholesale Fuel Account Wholesale fuel account for businesses, offering competitive pricing, flexible commercial credit options, and dedicated account management backed by Idemitsu Kosan.
• Friends of Freedom Loyalty Program Free consumer loyalty club offering 10 cents per litre off Premium 95 and Hi-Octane 98, 8 cents per litre off Diesel, E10 and Unleaded 91, plus a 5% in-store discount, redeemable up to 120 litres per transaction per day via digital membership card.
• Terminal Gate Pricing Wholesale fuel sales channel for full tanker loads of 35,000+ litres sold directly at terminal locations across Brisbane, Sydney, Melbourne, Birkenhead, Gladstone, Mackay, and Newcastle, with all prices inclusive of GST.
• Convenience Store Retail In-store food, beverages, snacks and convenience items including fresh food options, Red Bull products, ice cream and promotional snack bundles sold at Freedom service stations, with a 5% discount for Friends of Freedom members and Retail Account Card holders.

Quantifiable outcome

• Save up to 10 cents per litre on Premium 95 and Hi-Octane 98 fuels
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ampol: Australia's largest fuel retailer and refiner (formerly Caltex), with a national network of service stations, convenience stores, and commercial fuel cards. Directly comparable as a fuel retail and convenience operator, though significantly larger and vertically integrated.
• BP Australia: Major oil-company brand operating retail service stations and convenience offers across Australia with a national cardlock and commercial fleet business. Comparable in fuel retail and commercial accounts but at substantially larger scale and with global supply backing.
• Puma Energy: Global independent fuel retailer and bitumen marketer with operations across Asia-Pacific and Australia, including service stations, commercial fuels, and bulk supply. Comparable in independent bulk-plus-retail model but with international scale.
• Shell Australia: Global major with Australian retail service stations, convenience offerings, and commercial fuels. Comparable in retail and commercial fuel but operates at national scale with branded refiner economics that Freedom does not have.
• Mobil Australia: Major oil-company retail and commercial fuel operator in Australia with a service station network and fleet card program. Comparable across fuel retail and commercial accounts but at national scale.

Direct peers

• Liberty Oil: Australian independent fuel wholesaler and retailer supplying service stations and commercial accounts with a regional concentration similar to Freedom. Comparable in independent wholesale-and-retail model.
• 7-Eleven Australia: Operates Australia's largest convenience-led fuel retail network combining 7-Eleven stores with fuel forecourts and a fuel card program. Highly comparable in dual fuel-and-convenience retail model and competitive loyalty programs.
• United Petroleum: Australian independent fuel retailer with service stations, convenience stores, and a focus on competitive pricing and loyalty programs across multiple states. Closest direct peer to Freedom in terms of independent positioning and regional multi-state network.

Regional players

• Speedie Services: Independent Australian fuel distributor and retailer with regional concentration in northern and central Australia. Comparable as an independent fuel marketer with commercial accounts, though smaller and more regionally focused than Freedom.
• Tasco Petroleum: Australian independent fuel wholesaler serving regional resellers and commercial customers. Comparable in independent wholesale fuel distribution, particularly relevant to Freedom's Terminal Gate Pricing business.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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• LinkedInlinkedin.com/company/freedomofficialau
• Instagraminstagram.com/freedomofficialau
• TikToktiktok.com/@freedomofficialau
• Xx.com/FreedomFuels

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Freedom Fuels