Eli Roberts & Sons

What Eli Roberts & Sons does

Eli Roberts & Sons, Inc. is a 3-generation, family-owned petroleum distributor headquartered in Tallahassee, Florida, operating since 1958. The company sells diesel fuel (on-road and off-road), gasoline (standard, marine/no-ethanol, and Sunoco racing), lubricants and greases (Shell ROTELLA, Shell, D.A., Cam2, Sunoco), Diesel Exhaust Fluid (DEF), and fuel storage tanks and pumps. Products are sourced through supply partnerships with Sunoco, Marathon, and Pure brand fuel partners. The company employs 12 people across its headquarters and operates a Hurricane Ready facility with emergency power capabilities.

Revenue is generated through transaction-based sales across multiple channels: commercial bulk delivery via tanker trucks to customer bulk tanks and generators; 24/7 card-lock fleet fueling at five secured locations across the Tallahassee and Monticello area using FuelMaster systems with time-stamped transaction recording and video playback; wet hosing / on-site mobile fueling that brings fuel directly to customer vehicles and equipment; and a 24-hour emergency response team providing fuel for emergency vehicles, police, fire, and generators during natural disasters. The company also resells Smart Fuel Tank monitoring equipment for real-time tank-level visibility.

Customers span commercial businesses, agricultural operations, industrial sites, municipal and government entities (including the City of Tallahassee), educational institutions (Leon County Schools), transportation fleets (Crowder Trucking), marine and recreational users, and healthcare facilities requiring generator fueling. Geographic service coverage centers on the Florida Panhandle and North Florida, with claimed turn-key availability across the broader Southeast United States on a 365/7/24 basis.

Name

Eli Roberts & Sons

Legal name

ELI ROBERTS AND SONS, INC.

Website

https://eliroberts.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Eli Roberts & Sons is a 3-generation, family-owned petroleum distributor in Tallahassee, FL, established in 1958, serving commercial, agricultural, municipal, and industrial customers across North Florida with bulk fuel delivery, 24/7 card-lock fleet fueling, on-site wet hosing, and emergency disaster fueling.

Ownership category

akta.pro rank

Product category

Petroleum 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)

Keywords

• Petroleum distribution
• Bulk fuel delivery
• Fleet fueling services
• Diesel fuel supply
• Lubricants and DEF

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Technology or R&D, Others

Revenue model

1. Fuel and Petroleum Product Sales: Primary revenue from sale of diesel fuel, gasoline (standard, marine, racing), lubricants, DEF, and related petroleum products through bulk delivery, fleet fueling, and card-lock services. Products sourced from Sunoco, Marathon, and Pure brand fuel partners.
2. Wet Hosing / On-Site Fueling Services: Mobile fueling service where drivers deliver fuel directly to customer locations and fuel vehicles/equipment on-site, eliminating need for customer-owned tanks.
3. Commercial Bulk Delivery: Delivery of bulk fuel quantities via tanker trucks to customer bulk tanks, generators, and fuel stations with monitoring of dispensing and logging of quantities and fuel grades.
4. Fleet Fueling Program: Card-lock fleet fueling program providing 24/7 access to secured fueling stations with tracking and administrative reporting for commercial fleet operators.
5. Lubricants and Greases Sales: Sale of various lubricants, oils, and greases for equipment needs. Brands include Shell ROTELLA, Shell Lubricants, D.A., Cam2, and Sunoco Lubricants.
6. Diesel Exhaust Fluid (DEF): Distribution of DEF for trucks, heavy equipment, and diesel equipment with various storage and dispensing options including bulk, totes, and jugs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Eli Roberts & Sons is a 3-generation family-owned petroleum distributor selling diesel fuel (on-road and off-road), gasoline, marine gas (no ethanol), racing fuels, lubricants, oils, greases, and Diesel Exhaust Fluid (DEF). The company delivers fuel via commercial bulk tanker trucks, on-site wet hosing, and a card-lock fleet fueling program across multiple 24/7 locations in the Tallahassee, FL area and the Southeast United States, while also providing emergency and generator fueling services.

Product overview

Eli Roberts & Sons is a petroleum distributor offering a comprehensive portfolio of fuel products and fleet management services. The core offering consists of diesel fuels (on and off-road), gasoline, marine fuels (no ethanol), and racing fuels (Sunoco), complemented by lubricants, oils, greases, and DEF (Diesel Exhaust Fluid). The company also provides specialized equipment including fuel storage tanks, pumps, and the Smart Fuel Tank System for advanced inventory monitoring. Fleet management is supported through FuelMaster Systems at multiple cardlock locations. Services include wet hosing (on-site mobile fueling), bulk delivery via tanker trucks, fleet fueling programs with 24/7 access, and emergency/disaster response including generator fueling.

Differentiator

Problem solved

Functional benefit

Products and services

• Diesel Fuel (On and Off Road) Diesel fuel products for on-road and off-road applications serving construction equipment, municipalities, school buses, agricultural equipment, and generators. Off-road diesel offers approximately 40-50 cents per gallon savings compared to on-road diesel.
• Gasoline Fuels Standard unleaded gasoline fuel containing 10% ethanol for trucks, automobiles, and motorcycles.
• Marine Fuels (No Ethanol) Conventional unleaded gasoline (87 Oct) without ethanol designed for boats, small engines, motorcycles, and classic cars to prevent phase separation and engine damage.
• Racing Fuels (Sunoco) Sunoco racing fuels associated with racing excellence since the mid-1960s.
• Lubricants, Oils & Greases Variety of lubricants and greases including Shell ROTELLA products, D.A., Cam2, and Sunoco lubricants for commercial, agricultural, and industrial equipment needs.
• DEF (Diesel Exhaust Fluid) Non-toxic fluid composed of purified water and automotive grade urea used in Selective Catalytic Reduction (SCR) systems to help diesel vehicles meet emission regulations. Available in bulk, totes, and jugs.
• Fuel Storage Tanks & Pumps Full line of skid tanks and pumps in multiple sizes and configurations for storage and dispensing of all grades of gasoline and diesel fuel products for personal, job-site, or large commercial scale usage.
• Smart Fuel Tank Monitoring System Advanced tank monitoring system that sends fuel gauge levels via technology, provides 24/7 tank status availability, reduces unnecessary deliveries, and minimizes paperwork and invoices for customers.
• Wet Hosing (On-Site Fueling) Mobile fueling service where drivers deliver fuel directly to customer locations and fuel vehicles and equipment on-site, eliminating the need for customer-owned fuel tanks and reducing equipment downtime.
• Commercial Bulk Delivery Delivery of bulk fuel quantities via tanker trucks to customer bulk tanks, generators, and fuel stations, with monitoring of dispensing and logging of quantities and fuel grades.
• Fleet Fueling Program Card-lock fleet fueling program providing 24/7 access to secured fueling stations with tracking, administrative reporting, and prevention of unauthorized purchases for commercial fleet operators.
• Emergency & Disaster Fueling Services 24 Hour Emergency Response Team providing fuel for emergency vehicles, police, fire, and generators during natural disasters and power outages across the Southeast United States.
• Generator Fueling Dedicated fueling of emergency and standby generators at commercial businesses, medical facilities, and hospitals to maintain continuous power availability.

Quantifiable outcome

• Premium diesel delivers minimum 2-3% increased MPG compared to standard diesel
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SunococoreChannel Partner/ Reseller/ DistributorMajor fuel brand partner and supplier of Sunoco fuels. The company is a proud supplier of Sunoco brand fuels and Sunoco lubricants. Sunoco's fuels have been associated with racing excellence since the mid-60s.
• MarathoncoreChannel Partner/ Reseller/ DistributorMajor fuel brand partner and supplier of Marathon brand fuels and petroleum products.
• PurecoreChannel Partner/ Reseller/ DistributorBrand fuel partner supplying Pure brand fuels as part of their petroleum product offerings.
• FuelMaster SystemscoreTechnology or IntegrationProvider of proprietary card lock systems used exclusively at all Eli Roberts & Sons card lock locations. Systems include 24/7 security cameras and time-stamped transaction recording with video playback capability.
• Shell LubricantsminorChannel Partner/ Reseller/ DistributorSupplier of Shell ROTELLA and Shell Lubricant products for commercial and industrial use.
• Petroleum Marketing Association of FloridaminorStrategic or Co-development PartnerIndustry association membership. Charlie Roberts has served on the board of directors and made significant policy choices in the marketing of petroleum products in Tallahassee and the Southeast United States.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Love's Travel Stops: Major travel stop chain with extensive commercial truck fueling, card-lock access, and bulk fuel capabilities across the U.S. Overlaps with Eli Roberts on fleet card-lock fueling and emergency roadside fuel service for commercial vehicles.
• Pilot Flying J: One of the largest travel center and truck stop operators in North America, offering commercial fleet fueling, card-lock access, and bulk fuel services. Directly comparable on fleet fueling and card-lock channels, though at national scale rather than regional.
• Palmdale Oil Company: Florida-based regional petroleum distributor delivering gasoline, diesel, and lubricants to commercial, agricultural, and industrial customers across the state. Closely comparable regional fuel distributor with multi-channel operations analogous to Eli Roberts' bulk delivery and card-lock model.
• McKenzie Tank Lines: Florida-based petroleum transport and bulk fuel distribution company serving commercial and retail customers across the Southeast. Comparable on bulk petroleum distribution operations and regional Florida market focus.
• Lasseter Oil Company: Florida-based family-owned petroleum distributor providing fuel, lubricants, and bulk delivery services to commercial and agricultural customers. Highly comparable regional Florida petroleum distributor with a similar bulk delivery and commercial-customer focus.
• Walthall Oil Company: Regional petroleum distributor operating across the Southeast U.S. with bulk fuel delivery and commercial fueling programs. Comparable regional fuel distributor with similar customer base of commercial, agricultural, and municipal accounts.

Regional players

• RaceTrac: Headquartered in Atlanta, GA, RaceTrac operates a large network of fuel and convenience stores across the Southeast U.S., including Florida. Comparable as a Southeast-focused fuel retailer with branded fuel partnerships, though it focuses on consumer retail rather than commercial bulk delivery.

Broad incumbents

• Murphy USA: National fuel and convenience retailer with stations predominantly located near Walmart stores. Operates at broader scale in the same downstream fuels marketing category, with comparable branded fuel supply relationships, though focused on retail rather than fleet and bulk.
• ARKO Corp (GPM Investments): Publicly traded convenience store and fuel marketing company with a large portfolio of regional fuel brands and distribution operations across the U.S. Comparable as a downstream fuels marketer and retailer, though operating at much larger multi-region scale.
• 7-Eleven (Seven & i Holdings): Largest convenience retailer in North America, with extensive fuel retail operations including branded fuel partnerships. Adjacent incumbent in downstream fuels marketing, operating at far greater scale and primarily through retail channels rather than commercial bulk delivery.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ELI-Roberts-Sons-261168933926203
• LinkedInlinkedin.com/company/eli-roberts-&-sons

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Eli Roberts & Sons