Paul Nazzaro, President
Advanced Fuel Solutions
paulsr@yourfuelsolution.com
Is Your Business
Built to Last?
Today, more than ever, quality of fuel is every
bit as important as quality of service.
In his book, Built to Last, management expert Jim Collins
examines how it is that some companies manage
to achieve and sustain excellence across decades, and
even centuries, through multiple generations of leaders.
By studying companies that have prospered over the long
term, Collins and his team were able to identify timeless
fundamentals that enable organizations to endure and
thrive through constantly changing times. One fundamental
that I find particularly resonant is the concept of
“dynamic duality.” Collins explains:
“On the one hand, enduring organizations have a set
of timeless core values and purpose that remain constant
over time. On the other hand, they have a relentless drive
for progress—change, improvement, innovation, and
renewal. Great organizations keep clear the difference
between their core values (which never change), and operating
strategies and cultural practices (which endlessly
adapt to a changing world).”
Most fuel dealers have the first part down pat. Their
core values—service, dependability, honesty—have
informed their businesses from the start. It’s the second
part of the equation—the willingness and ability to
adapt—that separates fuel dealers who will endure from
those who will flicker out.
Make no mistake about it: For those who sell or consume
fuel, there have never been more variables around
which to adapt. Growing competition from natural gas
and renewables aside, with the policy directives currently
being placed on refiners and OEMs, today’s ultra-lowsulfur
diesel fuels are proving increasingly problematic for
heating oil customers and diesel fleets alike.
While Ultra Low-Sulfur Diesel (ULSD)is certainly
a cleaner burning fuel—especially when blended with
biodiesel—it is not a fix-all for every common fuel problem,
nor does it come without its own set of operability
concerns.
Because sulfur acts as a natural lubricant, ULSD is
“dryer” than traditional diesel, meaning that its lower
in lubricity, more prone to holding entrained water, and
more susceptible to water and microbial contamination—
the precursors to corrosion.
The refining process used to remove sulfur also removes
oxygen, nitrogen and other functional elements, yielding
a fuel that is more paraffinic, or waxy, to the detriment of
its cold flow operability, and less stable in storage. ULSD
is also more solvent, or liable to loosen filter-plugging
deposits in tanks. Lastly, just because ULSD is “cleaner”
than traditional diesel, it is not any less corrosive to
tanks, pipes and system components if left untreated.
For diesel fleets, ULSD has plagued High Pressure
Fuel Injection systems with a number of issues, including
injector failures, filter plugging, loss of power and reduced
fuel economy. More recently, fuel injection systems with
exhaust gas recirculation (EGR) and diesel particulate
filters (DPF) are increasingly more problematic.
The point is, businesses that tout premium service but
continue to sell generic fuels that meet minimum ASTM
specifications are simply not built to last in today’s rapidly
evolving market. In fact, they’ll be the first to fall. Now
more than ever, quality of fuel is every bit as important as
quality of service.
A fuel maintenance program that combines today’s
advanced additive technology with sound storage, transportation
and general housekeeping practices can prevent
unnecessary fuel problems and optimize performance to
create a premium product tailored to meet the needs of
customers. Cold flow additives prevent fuel gelling to keep
diesel engines and heating systems running smoothly
through the winter. Detergents keep tanks and injector
systems clean. Combustion catalysts increase fuel
efficiency and decrease emissions. Corrosion inhibitors
protect tank linings. Biocides control microbial contamination.
Water control treatments prevent fuel degradation
and other water-related issues. Biodiesel (though
not an additive) is a cleaner burning, renewable fuel that
can be blended with traditional diesel at rates that beat
natural gas on environmental benefits. This is the kind of
information that fuel dealers should be sharing with their
customers. For a few cents more per gallon, they can have
a cleaner, higher performing product that will quickly pay
for itself in the form of restored efficiency, reduced maintenance
and less down time.
Offering a premium product can only serve as a differentiator
if consumers are educated on the subject. Raising
consumer awareness via website, social media, marketing
brochures, traditional advertising, customer newsletters
and through personal interaction are all good ways to
market fuel quality. However, the most effective marketing
strategy is to provide evidence that the enhanced
fuel actually works. Showing customers their fuel filters,
tracking efficiency measures, and recording drops in
maintenance issues goes a long way towards debunking
the tired “oil is oil” narrative, strengthening your value
proposition and building a business that won’t just last,
but thrive. ICM
For more information on fuel quality, maintenance,
additives, or treatment solutions, contact Paul Nazzaro
at 978-258-8360 x301 or paulsr@yourfuelsolution.com.
4 ICM/September/October 2017