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    Alon Will Bring Reduced Emissions Fuel Program Chainwide

    "Strive" will be active at its 303 7-Eleven locations.

    DALLAS — Alon Brands Inc. will complete the rollout of GreenPrint LLC's carbon-neutral reduced emissions fuel program "Strive" to its remaining 170 7-Eleven locations.

    The program will launch in El Paso and Abilene, Texas, this summer and be active across Alon's entire footprint of 303 7-Eleven convenience stores in New Mexico and Texas. With this expansion, Alon will plant more than 100,000 trees in partnership with The Arbor Day Foundation and local non-profit organizations across these markets, according to the company.

    "The program has been a great success since we launched a small 20 location pilot a few years ago. It's a strong competitive differentiator, and it was an easy decision to expand and make this part of our long-term fuel strategy," said Jonathan Ketchum, senior vice president of retail at ALON Brands. "The markets we operate in are flat, but our same store fuel volume is up over 6[percent] year-over-year. While there may be other contributing factors, we know the Strive program has played a significant role. Customers love it and employees love it…and they tell us so, in person and on social media."

    Along with positive business contributions, the program has offset emissions on almost 100 million gallons of fuel and has planted nearly 20,000 trees since its 2015 launch.

    "We're continuously seeing businesses invest in [electronic vehicles] and other sustainable products, but many consumers are still driving regular cars and filling up with standard gasoline products. We've been thrilled with the adoption of the Strive program, and other similar programs we offer, from consumers, retail fuel providers, and fleets," said Pete Davis, founder and CEO of GreenPrint. "Being able to use a program like this to help bridge the sustainability gap that consumers are looking for while creating a competitive differentiator for the retailer, is proving to provide some real value."

    Dallas-based Alon Brands Inc. is the largest 7-Eleven licensee in the United States.

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