What Fuel Right does

Fuel Right, operating as Fairville Products, Inc., is a privately held specialty chemicals company founded in 1991 by Bob Tatnall after a 30-year career as a materials engineer at DuPont specializing in corrosion, linings, and coatings. The company develops and sells fuel additives and treatments for diesel, bio-diesel, marine gas oil, and heating oil systems, focused on three intertwined problems: sludge formation, microbiologically influenced corrosion (MIC), and cold-weather fuel line freeze-ups. Its core technology is a proprietary combination of amines that dissolves existing sludge, prevents new sludge growth, and leaves a microscopic corrosion-inhibiting film on metal surfaces, supplemented by glycol ether for freeze protection. All product changes must pass an internal 18-month Quart Jar Test protocol developed in collaboration with Brookhaven National Laboratory, and the company has benchmarked its formulations against 85+ competitive products.

The product portfolio spans the flagship Fuel Right formula (6 oz to 55-gallon drum sizes and a 1:30,000 super concentrate), specialty variants (Diesel With Lube++ for ULSD lubricity, ProActive for middle distillate systems), a full winter line (Cold Flow, Winter Blend, Winter 2K, Winter 2.8K, Thaw), premium offerings (Summer MAX, Winter MAX with cetane booster and pour-point depressant), a Small Engine Tonic, and fee-based Laboratory Testing Services. The company sells through a direct-to-consumer e-commerce store for US trial pack buyers, through phone/email direct sales for larger and international orders, and through wholesalers and fuel distributors who add Fuel Right as a premium additive at gas stations. It also operates an event-driven sales motion anchored by participation in trade shows such as the International Workboat Show.

Customers are diversified across marine and workboat operators (Moran Towing, Weeks Marine, Atlantic Bulk Carriers), heavy trucking and transportation (Reinhauer), oil/fuel distribution and service (Hinds Oil, Mack Oil, Ken's Oil Service, Fredericks Fuel), manufacturing (Pallet One), standby generator operators in communications infrastructure, mining, and residential/commercial heating oil users. The company is EPA registered, was voted 'Best in the US' by the Petroleum Marketers Association of America in 2014, and operates internationally in 10 countries from its Wilmington, Delaware headquarters with 1-10 employees and no external institutional investment.

Name

Fuel Right

Legal name

Fairville Products, Inc.

Website

https://fuelright.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Fuel Right (Fairville Products, Inc.) develops and sells proprietary amine-based fuel additives that dissolve sludge, prevent corrosion, and protect diesel and heating oil systems across marine, trucking, generator, and fuel distribution customers.

Ownership category

akta.pro rank

Product category

Specialty Fuel Additives

NAICS

Basic Chemical Manufacturing (3251), Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Miscellaneous Chemical Products (2890), Miscellaneous Products Of Petroleum & Coal (2990)

akta.pro primary industry

Fuel Additives & Lubricant Additives (IMAEAMAL)

akta.pro secondary industries

Automotive Lubricants & Fluids (IMAEAMAA), Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

Keywords

• Fuel additives
• Diesel fuel treatment
• Filming amine chemistry
• Marine fuel conditioning
• Fuel testing services

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales through FuelRight.com online store, selling trial packs of various fuel additive products to US customers. Prices range from $59 to $109 for trial packs.
2. Wholesale and Bulk Sales: Wholesale and bulk product sales to distributors, wholesalers, sales representatives, and international customers. Products available in various sizes from 6 oz bottles to 55-gallon drums and larger bulk containers.
3. Laboratory Testing Services: Fee-based laboratory testing services to help clients identify fuel issues, evaluate fuel quality and stability, thermal stability, pour point analysis, and compare existing fuel treatment products with Fuel Right.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fuel Right formulates, manufactures, and sells specialty fuel additives and treatments — including diesel conditioners, small-engine tonics, winter/cold-flow blends, and lubricity-enhanced formulas — built around its proprietary filming amine chemistry. The company also operates an in-house laboratory that performs fuel-quality testing to diagnose contamination, water, microbial, and combustion problems for commercial and individual fuel users.

Product overview

Fuel Right is a comprehensive fuel additive product line developed by Fairville Products, Inc. consisting of year-round sludge/fouling/corrosion control treatments, winter-specific products for cold weather protection, premium diesel treatments, and laboratory testing services. The core product line includes the flagship Fuel Right formula (available in 6 oz, 24 oz, 15K half-gallon, and 30K super concentrate sizes), specialty variants like Diesel With Lube++ and ProActive for enhanced performance, and winter products (Cold Flow, Winter Blend, Winter 2K, Winter 2.8K, Thaw) that address waxing, gelling, and freeze-ups. Premium offerings include Summer MAX and Winter MAX for high-end diesel applications. All products utilize a unique amine-based chemistry developed by founder Bob Tatnall after 30 years at DuPont studying microbiologically influenced corrosion.

Differentiator

Problem solved

Functional benefit

Brands

• Fuel Right: Flagship fuel additive brand for sludge/fouling/corrosion control and freeze-up protection in diesel and heating oil
• Fuel Right Small Engine Tonic
• Fuel Right ProActive
• Cold Flow
• Summer MAX
• Winter MAX

Products and services

• Fuel Right (6 oz.) Basic Formula Core retail-sized bottle of Fuel Right's filming amine fuel additive, sold primarily via the company e-commerce store to commercial and individual fuel users for general diesel/gasoline treatment.
• Fuel Right Small Engine Tonic (1 oz.) Small-bottle additive SKU formulated for small engines (outboards, motorcycles, lawn equipment) to address stale-fuel and combustion-deposit issues, sold via e-commerce.
• Fuel Right (24 oz.) Larger-format retail bottle of the core Fuel Right additive, intended for higher-volume users buying through the company store.
• Fuel Right 15K Concentrated diesel fuel conditioner built on the company's filming amine chemistry, targeted at commercial diesel operators treating higher fuel volumes.
• Fuel Right 30K Super Concentrate Super-concentrated additive SKU positioned for very high fuel-to-additive ratios, intended for fleets and bulk fuel applications.
• Fuel Right Diesel With Lube++ Diesel fuel additive that combines the company's filming amine chemistry with a lubricity-enhancement component (Lube++) for low-sulfur diesel applications.
• Fuel Right ProActive Preventive fuel maintenance formulation intended for ongoing fuel-system protection and deposit control in commercial diesel and gasoline systems.
• Cold Flow Cold-weather diesel additive designed to prevent gelling, waxing, and filter plugging in low-temperature operations.
• Fuel Right Diesel - Winter Blend Winter-formulated diesel additive that combines cold-flow improvement with the company's base filming amine chemistry.
• Winter 2.8K Winter-rated diesel additive SKU positioned for specific treat-ratios in cold-weather fuel applications.
• Winter 2K - Bulk Winter Diesel Bulk-packaged winter diesel additive SKU for distributors and high-volume commercial buyers.
• Thaw Cold-weather fuel treatment product marketed for de-gelling and restoring operability of gelled diesel systems.
• Summer MAX Warm-weather additive SKU addressing microbial growth, water, and stability issues that are more prevalent in summer-stored fuel.
• Winter MAX Winter-rated premium additive SKU combining cold-flow and stability treatment for severe winter operations.
• Laboratory Fuel Testing Services In-house laboratory service that analyzes customer fuel samples for water, microbial contamination, particulate, and stability issues, supporting both Fuel Right product recommendations and third-party diagnostic needs.

Quantifiable outcome

• Has treated over 5 billion liters of fuel with zero customer failures over 15+ years
• +4 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Infineum: Joint venture between Shell and ExxonMobil specializing in fuel and lubricant additives. Comparable as a global incumbent in diesel deposit control and lubricity additives, though operating at refinery-blend scale rather than end-user distribution.
• Stanadyne: Global fuel injection equipment and additive company (formerly Stanadyne LLC). Comparable because it sells both fuel additives and fuel system components to diesel engine OEMs and aftermarket, overlapping with Fuel Right's fuel-system treatment positioning.
• Afton Chemical: Major global fuel and lubricant additive manufacturer (NewMarket Corporation subsidiary). Comparable as a broad incumbent with overlapping diesel and gasoline additive portfolios, though serving OEMs and blenders at industrial scale rather than direct fleet customers.
• Lubrizol: Berkshire Hathaway-owned specialty chemical company with a major fuel-additives business unit. Comparable as a large incumbent in deposit control, lubricity, and fuel stabilization chemistries serving global refining and OEM customers.
• Chevron Oronite: Chevron's additive technology arm producing fuel and lubricant additives for refiners and OEMs worldwide. Comparable as a broad incumbent in diesel additive chemistry, with overlapping technical positioning around deposit control and lubricity.

Direct peers

• Power Service Products: Diesel fuel additive specialist focused on diesel engine cold-weather operability (anti-gel), lubricity, and cetane improvement. Directly comparable as a competing branded specialty additive line sold through truck stops and fuel dealers.
• Hot Shot's Secret: Specialty diesel and gasoline additive brand with products addressing lubricity, injector cleaning, and cold-flow protection. Comparable because it markets premium-priced fuel treatments to truckers and fleet operators through similar distribution channels.
• Bell Performance: Long-established US fuel additive manufacturer specializing in diesel and gasoline fuel treatments, deposit control, and biocide/additive blends. Directly comparable because it sells similar diesel sludge-control, lubricity, and water-separator additives to fleets, marinas, and fuel dealers.
• Howes Products: Manufacturer of diesel fuel additives and anti-gel treatments targeting trucking and fleet operators. Comparable in product category (diesel fuel treatment), customer base (truckers), and seasonal cold-weather positioning.
• Klotz Special Formula Products: Independent specialty fuel and lubricant additive formulator with branded retail and commercial product lines. Comparable as a privately held specialty chemical company serving fuel-system treatment applications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fuel-right

Compliance2 records

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 Fuel Right