CERTIFIED OIL CORPORATION

What CERTIFIED OIL CORPORATION does

Certified Oil Corporation operates a regional convenience store and fuel retail chain with more than 65 locations across Ohio and West Virginia, founded in 1939 in Piqua, Ohio by Carlyle Baker and operated as a three-generation family business until its acquisition by UK-based EG Group in spring 2019. The brand is now operated as one of 10 convenience banners under EG America, LLC, the US holding entity that manages 1,500+ stores, 18,000 team members, and a 30-state footprint for EG Group's US operations.

The company's core product offering centers on automotive fuel and in-store convenience merchandise, including private-label items under the Farmhouse Premium brand spanning coffee, chocolates, snacks, bakery products, and ice cream, alongside fresh prepared foods such as breakfast sandwiches. The technology backbone consists of the SmartRewards consumer mobile application, which provides 10 cents-per-gallon fuel discounts, free beverage rewards at 80-gallon milestones, digital coupons, and mobile payment functionality. For commercial customers, Certified Oil participates in the SmartPay Business portal and the Alloy Fleet Card platform, which provide fleet operators with transaction management, customizable spending controls, and telematics integration across 1,400+ EG America locations and 12,000+ partner fuel sites. The company holds PCI DSS compliance for payment card handling and integrates with Google Analytics and Facebook Connect for web analytics and social login respectively.

The business model is transaction-based, generating revenue through fuel sales (with a cumulative $5 billion in SmartPay fuel transactions across EG America since 2013), in-store merchandise sales, and commercial fleet card transaction fees. The go-to-market combines a physical retail footprint with a digital loyalty engagement layer (SmartRewards app) and a recently launched DoorDash on-demand delivery partnership. Customer segments are horizontally diversified between value-conscious individual commuters and business fleet operators, with marketing executed through the SmartRewards app, email campaigns, seasonal promotions, and charitable cause marketing partnerships.

Name

CERTIFIED OIL CORPORATION

Legal name

Certified Oil Corporation

Website

https://certifiedoil.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

101–250 employees

Short description

Certified Oil Corporation operates 65+ convenience store and fuel retail locations across Ohio and West Virginia, offering fuel, food, beverages, and private-label products under the Farmhouse Premium brand, supported by the SmartRewards loyalty app and commercial fleet card programs, as a regional banner within EG America's 1,500-store US portfolio.

Ownership category

akta.pro rank

Product category

Convenience Store & Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations and Fuel Dealers (457)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

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

akta.pro secondary industries

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK)

Keywords

• Convenience store retail
• Fuel retail
• Loyalty program
• Business fuel cards
• Private label food

Headquarters

HQ city

Westborough

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of automotive fuel (gasoline) at convenience store locations. SmartRewards members receive 10 cents per gallon discount. Historically significant revenue driver evidenced by $5 billion in SmartPay fuel sales since program launch in 2013.
2. In-Store Merchandise: Sale of food and beverage items including breakfast sandwiches, coffee (Farmhouse Blend), private-label snacks and chocolates (Farmhouse Premium), bakery items, ice cream, and sandwiches.
3. Business Fleet Cards: Fuel card programs (Alloy Fleet Card, SmartPay Business) providing fleet management services and fuel discounts to commercial customers, generating revenue through transaction fees and card maintenance.
4. SmartRewards Loyalty Program: Loyalty program driving customer retention and higher spend frequency. Free to join; monetized through increased purchase volume and data collection on consumer behavior.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Certified Oil Corporation operates 65+ convenience store and fuel station locations across Ohio and West Virginia, selling gasoline and in-store merchandise including private-label Farmhouse Premium food and beverage products. The company generates revenue through fuel sales, in-store purchases of snacks, coffee, bakery items, ice cream, and prepared foods, and the SmartRewards consumer loyalty program offering 10 cents per gallon fuel discounts. Commercial revenue is also generated through business fleet card programs (SmartPay Business and Alloy Fleet Card) providing fuel discounts and fleet management tools to fleet operators.

Product overview

Certified Oil Corporation operates a convenience store chain with over 65 store locations across Ohio and West Virginia, operating under EG America. The product portfolio centers on the SmartRewards loyalty ecosystem (SmartPay Rewards for fuel savings and SmartPay Business for commercial fleets), complemented by private-label Food & Beverage products under the Farmhouse Premium brand (chocolates, snacks, bakery items, ice cream) and fresh prepared foods (breakfast sandwiches, coffee, sandwiches). Business fuel card products include SmartPay Business and Alloy Fleet Card. The company also offers DoorDash delivery for on-demand ordering. The SmartRewards app serves as the primary digital hub connecting fuel savings, loyalty rewards, and mobile payment capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Farmhouse Premium Chocolates: Private-label chocolate bars and bite-size treats sold at Certified Oil stores.
• Farmhouse Premium Snacks
• Farmhouse Bakery
• Farmhouse Premium Creamery and Ultimate Scoop
• SmartRewards

Products and services

• SmartRewards Loyalty Program Free-to-join consumer loyalty program and mobile app offered at Certified Oil and other EG America convenience brands; members earn 10 cents per gallon fuel discounts, free beverages for every 80 gallons purchased, exclusive coupons, and access to streamlined mobile payment.
• SmartPay Rewards Fuel Savings Program Fuel savings program giving members 10 cents off per gallon of fuel at Certified Oil and other EG America convenience store brands; program has reached $5 billion in cumulative fuel sales and $200 million in member savings since its 2013 launch.
• SmartPay Business Fuel Card Business fuel card offering 10 cents per gallon savings every day for commercial fleet customers; features a secure online portal for transaction management, fuel usage tracking with fleet member limits, and unlimited driver and vehicle additions under a single business account.
• Alloy Fleet Card Business fuel card offering 20-cent per gallon savings for the first 90 days on the Nationwide discount network, with customizable spending limits, real-time expense tracking, telematics integration, and a mobile app for fleet management controls; accepted at 1,400+ EG America and 12,000+ partner fuel locations.
• Gasoline / Automotive Fuel Retail automotive gasoline sold at Certified Oil's 65+ fuel station locations across Ohio and West Virginia; core daily revenue driver and the foundation for the SmartRewards fuel discount program.
• Farmhouse Blend Coffee Private-label coffee brand offered at Certified Oil convenience stores, with customizable flavor options at the in-store Flavor Station and featured in BOGO and loyalty promotions.
• Farmhouse Premium Chocolates Private-label chocolate product line under the Farmhouse Premium brand, including chocolate bars and bite-size treats sold exclusively at Certified Oil stores.
• Farmhouse Premium Snacks Private-label salty snack collection under the Farmhouse Premium brand, offering a variety of chip and snack products at Certified Oil stores.
• Farmhouse Bakery Private-label individually packaged sweet snacks under the Farmhouse Premium brand, catering to customers seeking sweet bakery-style treats at Certified Oil stores.
• Farmhouse Creamery and Ultimate Scoop Ice Cream Private-label ice cream product line under the Farmhouse Premium brand, offered in individually packaged servings at Certified Oil stores.
• Breakfast Sandwiches Ready-to-eat breakfast sandwiches designed for busy customers on the go, available at Certified Oil convenience stores.
• Sandwiches Variety of grab-and-go sandwiches for quick snacks, lunch, or dinner, designed for convenience at Certified Oil stores.

Quantifiable outcome

• $5 billion in fuel sales and $200 million in member savings since 2013
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• DoorDashcoreChannel Partner/ Reseller/ Distributor · 19 September 2022On-demand delivery partnership enabling customers to order snacks, sandwiches, pizza, coffee and more from participating EG America convenience brand stores (including Certified Oil) via DoorDash app and website. Launched September 2022 from 800+ stores with plans to expand to 1,300+ locations. DoorDash dashpass membership includes no delivery fees and reduced service fees for EG brand orders. Promotional offer included 25% off (up to $6) on orders with $20+ subtotal using promo code EG2022.
• American Red CrossminorStrategic or Co-development PartnerCharitable cause marketing partnership where EG America convenience store guests can donate $1, $5 or custom amount at checkout to support Red Cross humanitarian mission. Fundraiser in March 2023 (part of 'March is Red Cross Month') raised $627,000. Total charitable giving to partner organizations reached $4.1 million since 2020.
• Disabled American Veterans (DAV)minorStrategic or Co-development PartnerMulti-year charitable partnership (since 2019) supporting DAV's mission to empower veterans to lead high-quality lives. EG America raised nearly $647,000 in November 2022 campaign (surpassing previous year's goal), with cumulative contributions reaching nearly $3 million since partnership began. For every dollar donated, DAV delivers $179 in essential benefits for veterans including transportation to medical appointments, employment assistance, and disaster relief.
• American Cancer SocietyminorStrategic or Co-development PartnerCharitable partnership as part of EG America's multi-organization giving program. EG America contributed $1,000,000 to American Cancer Society since 2020 for life-saving programs, research, and services supporting cancer patients and families.
• United WayminorStrategic or Co-development PartnerCharitable partnership as part of EG America's multi-organization giving program. EG America contributed $563,000 to United Way since 2020, supporting youth development and educational resources in partnership with local nonprofits.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Circle K (Alimentation Couche-Tard): Global convenience store and fuel retailer operating thousands of locations across North America under the Circle K banner, owned by Alimentation Couche-Tard. Overlaps with Certified Oil in c-store/fuel model but at vastly greater scale and global footprint.
• 7-Eleven: Largest U.S. convenience store chain following its 2021 acquisition of Speedway, operating thousands of c-store/fuel locations nationwide under 7-Eleven and Speedway banners. Comparable business model at far greater scale and broader geographic reach than Certified Oil.

Direct peers

• Sheetz: Family-owned convenience store and fuel chain operating across Pennsylvania, West Virginia, Ohio, Virginia, Maryland, North Carolina, and New York. Directly comparable to Certified Oil given overlapping Ohio/West Virginia footprint, integrated foodservice, in-store made-to-order menu, and proprietary loyalty program (Sheetz Rewards).
• Wawa: Private convenience store and fuel chain operating across Pennsylvania, New Jersey, Delaware, Maryland, Virginia, Florida, and Washington D.C. with strong foodservice, hoagie/sandwich menu, and Wawa Rewards loyalty program. Comparable in-store format and customer demographic to Certified Oil.
• Cumberland Farms: Sister brand under EG America operating convenience stores and fuel across the Northeast and Florida. Directly comparable as both share EG America's corporate functions, SmartRewards/SmartPay platforms, Farmhouse private-label products, and DoorDash delivery integration.
• RaceTrac: Family-owned convenience store and fuel chain operating across the southern and southeastern U.S. with large-format stores, proprietary fresh food offerings, and RaceTrac Rewards loyalty. Directly comparable c-store/fuel model with similar basket mix to Certified Oil.
• Murphy USA: Public fuel-focused convenience retailer operating predominantly smaller-format, kiosk-style stores adjacent to Walmart Supercenters across 27 states. Highly comparable to Certified Oil on fuel-led model, though Murphy USA has lighter foodservice and is more fuel-margin dependent.
• GetGo (Giant Eagle): Convenience store and fuel subsidiary of Giant Eagle operating across Pennsylvania, Ohio, West Virginia, Maryland, and Indiana. Direct competitor in Ohio/West Virginia with combined c-store/fuel model, fresh-prepared foodservice, and Giant Eagle loyalty integration.
• Turkey Hill: Sister brand under EG America operating convenience stores and fuel across Pennsylvania, with a particularly strong dairy and ice cream heritage (Turkey Hill Dairy). Comparable format and shared EG America infrastructure, with differentiated fresh and frozen product mix.
• Kwik Shop: Sister brand under EG America operating convenience stores and fuel across Nebraska, Kansas, Iowa, Colorado, and surrounding states. Operates on the same SmartPay Rewards, SmartPay Business, and EG America technology stack as Certified Oil with near-identical operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/certified-oil-company

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 CERTIFIED OIL CORPORATION