Crossroads Fuel

What Crossroads Fuel does

Crossroads Fuel Service, Inc. is a family-owned petroleum products distributor founded in 1960 and headquartered in Chesapeake, Virginia. The company sells and delivers more than 27,000,000 gallons of petroleum products annually through a fleet of 70 delivery trucks and 45 BP/Amoco, Sunoco, and Pure branded retail gasoline stations, serving residential, agricultural, commercial, and motorsports customers across Tidewater Virginia and 12 counties of Northeastern North Carolina through six branch offices. Its product portfolio spans automotive gasoline, propane (introduced in 1992 and now exceeding 2,500,000 gallons per year), farming fuels including biodiesel, racing fuels (Sunoco 110 and 116 octane leaded gasoline, Unocal 76 NASCAR HP motor oils), and a four-brand lubricant line (76, Kendall, Conoco, Phillips 66) supplied with bulk dispensing equipment.

The business is structured around long-standing supplier relationships with Phillips 66, Citgo, Amoco, Gulf, and Unocal 76, complemented by a Credit Center offering cash/check early-pay discounts and a waste container rental service in the Tidewater area. Differentiated services include automatic keep-fill propane delivery for larger tanks and resale of the Tank Q line-of-sight propane tank monitor, a battery-powered device that flashes when tank level drops below 25% without requiring phone lines or monthly fees. Pricing is largely quote-based, with publicly disclosed unit pricing only on ancillary offerings (waste container rentals at $340 per 7-day period plus $15/day overage, Tank Q install at $50).

The company remains Keffer-family-controlled across second and third generations (Lynn Keffer as President; Marilyn Keffer as Secretary-Treasurer; Jonathan, Ryan, Ricky, and Ronnie Keffer in operations, fleet, dispatch/safety, and propane roles), with multi-decade branch and general managers supporting regional execution. Distribution combines a direct-to-customer delivery fleet, branch-office over-the-counter sales, and branded retail stations, with go-to-market centered on personalized service and community involvement rather than digital marketing.

Name

Crossroads Fuel

Legal name

Crossroads Fuel Service, Inc.

Website

https://crossroadsfuel.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Crossroads Fuel Service is a family-owned Chesapeake, Virginia-based distributor delivering 27M+ gallons annually of gasoline, propane, farming fuels, racing fuels, and lubricants via 70 trucks, 45 branded stations, and six branch offices across Tidewater VA and Northeastern North Carolina.

Ownership category

akta.pro rank

Product category

Petroleum Products Distribution

NAICS

Gasoline Stations and Fuel Dealers (457), Fuel Dealers (4572)

SIC

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

akta.pro primary industry

Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)

akta.pro secondary industry

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

Keywords

• Fuel delivery services
• Propane distribution
• Retail gasoline stations
• Petroleum products wholesale
• Lubricants distribution

Headquarters

HQ city

Columbia, North Carolina

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Petroleum Products Sales: Sales and delivery of more than 27,000,000 gallons annually of petroleum products including automotive gasoline, propane, farming fuels, and racing fuels through direct delivery and retail gas stations.
2. Waste Container Rentals: Waste container rental services for local homeowners and businesses in the Tidewater area. Fees charged per week or per dump.
3. Propane Services: Propane sales, tank installation, service, and rental. Includes automatic keep-fill service for larger tanks and Tank Q monitoring system.
4. Branded Station Operations: Operates 45 BP/Amoco, Sunoco and Pure branded retail gasoline stations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Crossroads Fuel Service is a full-service petroleum products supplier that sells and delivers more than 27,000,000 gallons of fuel annually, including automotive gasoline, propane, farming fuels, racing fuels, and lubricants. The company operates a 70-truck fleet for direct delivery to consumers, farmers, and commercial customers, along with 45 branded retail gasoline stations and six branch offices across Virginia and North Carolina.

Product overview

Crossroads Fuel Service is a full-service petroleum products supplier operating a single unified business with multiple interconnected product lines and service offerings. The core business delivers more than 27,000,000 gallons of petroleum products annually through 70 delivery trucks to retail and commercial customers across Virginia and North Carolina. The product portfolio centers on three main categories: (1) Consumer Fuels including automotive gasoline, propane (with Tank Q monitoring technology), #2 fuel oil, and dyed kerosene; (2) Commercial/Agricultural Fuels encompassing farming diesel fuels with biodiesel options, propane for grain dryers, and waste container rentals; and (3) Racing Fuels featuring Sunoco 110 and 116 Octane Leaded Gasoline plus Unocal 76 NASCAR HP Motor Oils. Supporting these is a lubricants division offering four brands (76 Products, Kendall, Conoco, and Phillips 66) with dispensing equipment and bulk delivery across five branch locations. The company also operates 45 branded retail gas stations under BP/Amoco, Sunoco, and Pure brands, and provides credit services through its Credit Center. The business model integrates product sales with delivery services, tank installation/maintenance, and automatic keep-fill programs to create a comprehensive fuel supply ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• HiLo: Company's own licensed brand for petroleum products

Products and services

• Consumer Fuels (Home Heating & Propane) Home heating fuels, propane, dyed kerosene, lubricants, and propane appliances sold and delivered to residential customers in Virginia and Northeastern North Carolina, with automatic keep-fill delivery service for larger tanks.
• Branded Retail Gasoline Stations Retail automotive gasoline sold at 45 BP/Amoco, Sunoco, and Pure branded stations throughout Virginia and North Carolina for consumer self-service and walk-in purchases.
• Propane Sales, Service & Tank Rental Propane sales, tank installation, service, and monthly tank rentals for residential and commercial customers, with automatic keep-fill service for larger tanks and credit application required for all customers.
• Farming & Commercial Fuels Diesel fuels for on-road and off-road agricultural use, gasoline, propane for grain dryers, and bulk lubricants sold to farmers and commercial businesses in Hampton Roads VA and Northeastern North Carolina.
• Racing Fuels Sunoco 110 Octane Leaded Gasoline, Sunoco 116 Octane Leaded Gasoline (sold in 5+ gallon minimums), and Unocal 76 NASCAR HP Motor Oils for motorsports customers including individual racers and racing teams.
• Lubricants Portfolio (76, Kendall, Conoco, Phillips 66) Four-brand lubricant portfolio including 76 Products, Kendall, Conoco, and Phillips 66, available with lubricating dispensing equipment and specialized bulk delivery for commercial and agricultural customers.
• Biodiesel Renewable biodiesel fuel made from animal fat, vegetable/plant oil, and recycled grease, sold to agricultural and commercial customers and supported by a 50% reduction in harmful emissions.
• Tank Q Propane Tank Monitor Battery-powered line-of-sight propane tank monitor that attaches to the tank gauge and flashes when propane level drops below 25%, eliminating the need for telephone lines, satellites, or monthly fees.
• Waste Container Rentals Waste container rental service for local homeowners and businesses in the Tidewater area, available by the week ($340 for 7 days plus $15/day after) or per dump ($340 per dump), with restrictions on concrete, shingles, and asbestos.
• Fuel Delivery Service Direct delivery of fuel, propane, and lubricants to customers via a fleet of 70 delivery trucks, with early pay discounts available for cash or check payments within seven days of delivery.
• Credit Center Credit services including personal and business credit applications, early pay discounts, and online payment processing via major credit cards, accessible through the SSL-secured crossroadsfuel.com website.

Quantifiable outcome

• 27,000,000 gallons of petroleum products sold and delivered annually
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• SunococoreChannel Partner/ Reseller/ DistributorSunoco branded retail gasoline stations. Sunoco is a leading manufacturer and marketer of petroleum products with approximately 4,528 retail outlets. Crossroads operates Sunoco branded stations as part of their retail network.
• BPcoreChannel Partner/ Reseller/ DistributorBP (British Petroleum) branded stations. BP is an international company with operations in over 70 countries in oil and gas exploration, refining, and marketing. Crossroads operates BP branded stations for retail gasoline sales.
• Pure Branded StationsminorChannel Partner/ Reseller/ DistributorPure branded retail gasoline stations offering quality products, great looking graphics, and flexibility to fit dealer needs at competitive pricing.
• Phillips 66coreOthersHistorical major supplier/jobber relationship. First supply arrangements made in 1960 for founding of company. Continued supplier relationship through company's growth.
• Unocal 76coreOthersLong-term lubricant supplier relationship. Crossroads has been in the lubricants business for nearly fifty years specializing in Unocal 76 products. Also sells NASCAR HP Motor Oils.
• 4-HminorOthersCommunity support partnership. Crossroads is a proud supporter of 4-H, a community of 6 million young people. Managers place winning bids at 4-H auctions and donate won animals to local children's homes.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Sheetz: Sheetz is a family-owned convenience store and fuel chain operating ~700+ locations across Pennsylvania, Virginia, West Virginia, Maryland, Ohio, and North Carolina. Directly comparable as a multi-generation family-owned fuel/C-store operator with deep Mid-Atlantic footprint that overlaps Crossroads' VA/NC territory.
• AmeriGas Propane: AmeriGas is the largest U.S. propane distributor, serving ~1.6 million customers across all 50 states. Comparable as a national-scale propane distributor with residential tank rental and automatic delivery service - directly overlapping with Crossroads' propane division offering.
• RaceTrac: RaceTrac is a family-owned convenience and fuel retailer operating ~750+ stores across the South and Midwest. Comparable as a multi-generation family-owned fuel/C-store operator with similar regional expansion strategy and focus on high-volume fuel retail with proprietary store offerings.
• Murphy USA: Murphy USA is a publicly-traded fuel and convenience retailer with ~1,750 stores across 27 states, primarily Walmart-adjacent locations. Comparable as a fuel-led retailer combining low-price gasoline with convenience retail, focused on serving value-conscious motorists.
• GPM Investments: GPM Investments is one of the largest privately-held convenience store and fuel marketers in the U.S., operating ~1,400 stores across 30+ states. Highly comparable as a multi-state regional fuel/convenience operator that combines branded fuel retail with proprietary store operations and fuels distribution.
• Suburban Propane Partners: Suburban Propane Partners is a publicly-traded propane distributor serving ~700,000 residential, commercial, and industrial customers across 41 states. Directly comparable as a propane-focused distribution business with recurring residential tank rental/keep-fill service model that mirrors Crossroads' propane division.
• Wawa: Wawa is a privately-held convenience store and fuel chain with ~1,100 locations across PA, NJ, DE, MD, VA, FL, DC, and NC. Comparable as a long-standing family-owned fuel/C-store operator with strong brand loyalty, multi-state Mid-Atlantic/Southeast presence, and integrated fuel/retail operating model.

Broad incumbents

• BP (British Petroleum): BP is one of the world's largest integrated oil and gas majors with operations in 70+ countries. Comparable as the parent brand (BP/Amoco) under which Crossroads operates multiple retail stations, with vastly broader exploration, refining, and marketing operations.
• Sunoco LP: Sunoco LP is a major master limited partnership with ~4,500+ retail fuel outlets and extensive fuel distribution operations. Comparable as the parent/operator of the Sunoco brand that Crossroads licenses for its retail stations, with significantly broader scale and direct integration into pipeline and terminal infrastructure.
• Pilot Flying J: Pilot Flying J is the largest travel center operator in North America with ~875 locations across the U.S. and Canada. Comparable as a multi-channel fuel retailer (retail + commercial fleet + DEF/lubricants) at significantly larger scale; both serve rural corridors and commercial trucking customers with broad fuel and ancillary service offerings.

Market position

Strengths1 record

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/crossroads-fuel

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Crossroads Fuel