RUBiS Energy Jamaica Ltd celebrated the completion of its 18-month rebranding campaign at the Terra Nova All Suite Hotel in St Andrew, on Thursday night.

“We have significantly invested in rebranding and upgrading each gas station,” Alain Carreau, managing director RUBiS Energy Jamaica Ltd, told Auto.

The company is now intent on becoming the premiere choice for Jamaican fuel consumers, both private and commercial, by using the extensive resources it acquired when it purchased the assets of Shell from The Antilles Group in 2013 after coming to Jamaica in 2012.

Mauricio Nicholls, CEO of RUBiS Caribbean, indicated that the move to Jamaica was part of a larger strategy when the company came to the eastern Caribbean in 2005.

“The local team is fully empowered to make decision on the ground in line with our decentralised model of operations,” he said.

Along with the largest private storage facility, RUBiS boasts the most retail locations across the island at 53. The company also retains the ability to provide chemicals to major industry.

“RUBiS will cater to the public, commercial and industrial use,” said Raymond Samuels, retail manager RUBiS Energy Jamaica.

Carreau explained that advantage has allowed them to be the only company that has a fuel additive across their entire line and that the market has responded well to the recently introduced ULTRA TEC.

“We are the only company to have this in available in all four fuel types, 87 and 90 octane, plus both regular and ultra low sulphur diesel,” Carreau said.

The event was also used to introduce two other initiatives, the RUBiS Cultural Foundation and the RUBiS Building Community Programme. The foundation aims to expose youth to the arts and offer scholarships to the Edna Manley College of the Visual and Performing Arts. The community programme is designed to invest in the local communities that surround retail outlets.

Phillip Paulwell, Minister of Energy, Mining, Science and Technology, welcomed RUBiS officially to Jamaica and added that the company’s retail network model created good small-to-medium business opportunities for Jamaicans.