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    Chevron to Withdraw Brand in Select Eastern U.S. Markets

    Approximately 1,100 independently owned and operated retail stations will be de-branded in the Eastern U.S.

    By Don Longo, Convenience Store News

    SAN RAMON, Calif. -- Following the review of its U.S. portfolio, Chevron decided to withdraw its motor fuels operations in some areas of the Eastern United States. As a result, approximately 1,100 independently owned and operated retail convenience store stations will be de-branded.

    Impacted areas include Delaware, Indiana, Kentucky, North Carolina, New Jersey, Maryland, Ohio, Pennsylvania, South Carolina, Virginia, West Virginia, Washington, D.C., and parts of Tennessee, the company stated. Chevron expects to complete the planned market exits by midyear 2010. Dealers are being encouraged to work with their Chevron business consultants to ensure a smooth transition to other fuel brands. Chevron expects all of the stations to continue operating under other brands, the company stated.

    The stations make up roughly 8 percent of its total U.S. sales volumes.

    Chevron will continue to supply more than 5,000 Chevron and Texaco branded stations in the Eastern U.S., and will continue to develop and grow its retail presence in other areas of the U. S., according to the company.

    Public Relations Manager Gus Santoyo told CSNews Online Chevron constantly reviews its portfolio to better align the company's assets with marketing goals. The last time Chevron made a realignment like this was in the mid-90s when it exited some markets in Arkansas, western Kentucky, Tennessee and southern Indiana, according to Santoyo.

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    By Don Longo, Convenience Store News
    • About Don Longo Don Longo is editorial director of EnsembleIQ's Convenience Store News, Convenience Store News for the Single Store Owner and Hispanic Retail 360 media brands. He has covered retailing for more than 30 years as a reporter, editor and publisher. Previously, he spearheaded the editorial efforts at a variety of business publications focused on mass, drug, grocery and specialty store retailing. Convenience Store News won American Business Media‚Äôs Jesse H. Neal Award for Best Issue of the Year in 2008 and 2012. Longo has won numerous other editorial awards over his career and is frequently quoted in the national and local news media on the subjects of retailing and consumer trends.
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