FALL 2015

It’s a Doubleheader!

Parkland and Pioneer Retailers came together in September for an introduction to a new way of doing business.The Fuelling Growth event introduced Pioneer Retailers to the Parkland team, the new structure of the Pioneer management team and a new business partnership designed to reward business growth.

At top right, Peter Kilty, Parkland VP, Operations, addresses Pioneer Retailers during the opening night presentations at Fuelling Growth this September. Please see pages 2/3.

At bottom right, more than 200 vendors were on hand for a Fuelling Growth Vendor event in Toronto in October. Please see page 4.

See inside for full story.

The Pioneer Energy Fuelling Growth Retailer Summit was a resounding success judging from a post-event survey.

Ninety-five percent responded that they felt more motivated following the two-day event, and looked forward to growing their business as part of the Parkland family of national brands.

“I came away from the event feeling much more motivated to push sales,” said Billy Hraiche, whose Mainway and Appleby

Line Verve location in Burlington has already seen a rise in sales.

Watch for your December exchange – insights from your Retail Council members.

The Fuelling Growth event provided an opportunity for Retailers to come together to learn more about Parkland, to better understand the vision for future growth, and to see a new business

agreement that is “fair, equitable and transparent,’ as outlined by Regional Operations Managers Troy Richter and Jeff French.

“Pioneer is focused on growth and momentum, the best way to meet this goal is to empower you – you are our partners,” Jeff told the gathering of Pioneer Retailers.

Opening night presentations (above) included videos, an overview of Parkland Fuel Corporation and a comedian who got lots of laughs with audience volunteers (right).

Pioneer Director Finance Harvey Dyck shuffles the deck as part of the opening night entertainment.

Pioneer Retailers were greeted with friendly smiles at the Fuelling Growth registration table, from left: Deb Hicks, Darlene Moore and Sarah Durdin.

a fresh start

PG. 2

Mike Dietrich provided insights into Fuelling Growth for car wash Retailers.

Pioneer Director Ian White, left, and Director of Operations Brian Kitchen, far right, join Retail Council representatives during the Fuelling Growth event, from left: Steve Jakubickas , Rick Barrie, Mark Paquette, Baljit Kadian, Fred Brown, Billy Hraich, Tanveer Muneer, and Jack Mehta.

Retailers enjoyed the culinary creations of the kitchen team at the Toronto Marriott.

PG. 3

Bring us your best products and promotions, vendors urged at Toronto summitPioneer, as part of the Parkland family of brands, now delivers a national opportunity for innovative retail partners.

That message was delivered loud and clear Oct. 7 to more than 200 at the Parkland Vendor Summit held in Toronto. “We want you to make Parkland your number one partner of choice,” Pioneer Director Ian White told those in attendance. “We need to be innovative in new programs, and we want to be first.”

Parkland CEO Bob Espey said creating a great customer experience is key to continuing successful growth. “That’s where you come in. We need to have the most innovative and leading products available in the marketplace. Our team is excellent at execution. When we make

a commitment to run a promotion, or position a product in a certain way, we do that. We know it’s important to you, and to us.”

Anthony DiMaulo, Pioneer Director Marketing, Merchandising and Loyalty, urged vendors to bring their best promotional ideas, their best pricing, and their best new products to Parkland stating it’s time to partner with Pioneer and Parkland to deliver the most innovative retail products to customers right across Canada.

The Parkland senior management team takes the stage to answer questions, from left: Parkland CEO Bob Espey; Pioneer Director Ian White, Parkland VP, Retail Peter Kilty; Scott McKelvey, Director Operations, Western Canada; and Director Marketing, Merchandising and Loyalty Anthony DiMaulo.

– Anthony DiMaulo, Merchandising and Loyalty“We need to be innovative in new programs, and we want to be first.”

continued on next page...

PG. 4

In return Pioneer and Parkland has much to offer, including:

• Motivated Retailers ready to execute on promotions like never before.

• 70 million retail transactions annually across Canada.

• More than one million active loyalty customers Canada-wide.

Ian White said Pioneer is already proving that its strategy to fuel growth is working. He noted the company is investing $5 million under the retail Refresh program to bring more than 70 sites up to brand standards, and the results are on target. “Grimsby was our first Refresh site, and in the first month alone we saw a 20 percent jump in C-store sales.”

Anthony said the company has developed an aggressive merchandising strategy in 2016 with plans for five eight-week

promotions within Pioneer, and two six-week national promotions across the Parkland network.

He noted promotions that offer an exceptional customer experience produce long-ranging benefits.

“One that stands out for me is our Trip to Paris promotion. The woman who won it wrote to us to say ‘thank you Pioneer for giving me the opportunity to take my daughter to Europe . . . it has created memories for a lifetime’.

We created a Pioneer ambassador for life. You can be sure she is telling everyone great things about Pioneer and Eska water, our partner on this promotion.”

Vendors in attendance at the event came from across Canada, covering all aspects of operations including convenience products, systems IT, real estate and clothing.

“Grimsby was our first Refresh site, and in the first month alone we saw a 20 percent

jump in C-store sales.”

Pioneer Marketing Manager Cheryl Stubbs was on hand at the Hamilton Tiger-Cats final home game of the season to present this year’s Les Browne Award for Outstanding Achievement. This year’s winner Mathew Ness was thrilled as he received his personal trophy from former Ticat Les Browne. The award was created in 2013 to honour a player within the regional football community who consistently displays effectiveness, intensity,

and passion on the playing field. This year’s winner was selected by the Guelph Play Action Association.

Pioneer Energy, a long-time partner with Hamilton Tiger Cats, upped the game as a major sponsor when Ticats moved into their new home at Tim Hortons Field last year. The Pioneer gate and Pioneer Energy Zone are two fan favourites.

...continued from previous page

PG. 5

PlayAction honours

The exchange is published monthly by Pioneer Energy and distributed electronically for the information of Retailers and employees. To submit photos or story suggestions please email Editor Cheryl Stubbs

Supply chief shifts to globetrottingWhen Vic Holdsworth came to Pioneer in 1988, the company was pumping about 155 million litres of fuel annually.When he retired this Fall, that number had climbed to over two billion litres, and that’s a legacy Vic is proud to have been a part of. “Two highlights from Pioneer career? One was having the privilege to work with Murray Hogarth and to call him a friend. The second was my direct involvement in helping grow the business.”Vic joined Pioneer after 17 years with Suncor and 1.5 years with Rainbow, then a small independent in the Hamilton market. Although he was hired to handle fuel supply and real estate, he was thrown into running retail operations after then General Manager Yvon Mayrand suffered a heart attack. He returned to fuel and supply management throughout the 1990s, before being appointed Senior VP, Real Estate and Supply Management in early 2000. “Competing against big oil was always a challenge in this job – they controlled the product supply and retail pricing. It was the independents who suffered when big oil launched pricing wars. The two years from 2005 to 2007 were particularly challenging for Pioneer.”While he’s going to miss the people, Vic hasn’t wasted any time getting into the retirement spirit. He recently returned from a month-long tour of South Africa, Botswana and Zimbabwe. Next up? “Australia, Britain, Asia and a Danube river cruise are high on our bucket list,” says Vic.

Vic Holdsworth retires.

A winning play at the pumpsOHL players in Peterborough and Niagara Falls have been taking their game to the streets as part of Pioneer customer appreciation events this fall.

Pioneer’s partnership with the Ontario Hockey League was launched last season, and has been gaining momentum as fans discover more and more ways to win.

“We’ve had a strong presence in the arenas, but now we want to connect with the fan base where it counts – at the pumps,” says Pioneer Loyalty Manager Tori Allen. “And I can tell you from our first two events, the fans love it.”

Comments like, “Wow this is fun”, “Twitter told me the team was going to be here, can I have your autograph”, and “Bones made my son’s day” were among the comments overheard during events.

Players from Peterborough Petes and Niagara Ice Dogs showed their team spirit by cleaning windshields, helping to pump gas and giving away free products from vendor partners Eska and Jack Links.Cori Jackson, of Niagara Ice Dogs, said the Pioneer partnership has been popular with fans, including free gas winner Doug Buchan who said: “The Pioneer Bonus Bucks has been truly amazing and winning couldn’t have come at a better time! Having just graduated from college and into full time employment, the expenses pile up quickly. Not having the gas as an expense has been great! The process to sign up and use the card is very easy and understandable.”

Roger, the Peterborough Petes’ mascot, joins players Steve Lorentz and Eric Cornel in promoting the OHL co-branded Bonus Bucks card to incoming customers.

Bones, the Niagara Ice Dog mascot, pumps gas for Ice Dogs’ right winger Nick Pastorious.

Pete’s left winger Josh Maguire helps out cleaning windshields.

PG. 6