Pioneer Exchange – Spring 2016

APRIL 2016

Your exchange going monthlyWelcome to your new and enhanced exchange.Your new electronic publication is designed to provide timely and useful information, arriving monthly in your email inbox. We have archived a Fall 2015 edition that many of you haven’t yet seen, so please go to the Pioneer website (full site if you are reading on a mobile device) to view stories on Fuelling Growth events, community activities and more.In the year ahead, we will be working hard to bring you information that will help you grow your business, share success stories within our network and the communities we serve, and to keep you connected to all that’s happening at Pioneer and in our industry.But we can’t do it alone. Please tell us when something important is happening in your area. We’d especially love to hear when someone has done something to convert a customer into a Pioneer brand ambassador by being a service or community hero.And as always we welcome your ideas and suggestions on improving The exchange. I hope you enjoy the first edition. See you next month.

Cheryl Stubbs | Editor, The exchange

A complete makeover of Pioneer’s Trafalgar Road location has put Retailer Lenny Schligold a step ahead of the game in a competitive market. The overhaul included implementation of the Esso Synergy concept, pictured above, featuring four grades of fuel including Supreme Plus 93.

See complete story on page 6.

Simply Refreshing!

It’s out with the old, in with the new as Pioneer Retailers and their service teams at 76 locations put a fresh face on their businesses following completion of the $5-million Refresh program. The program

included updated canopies and pylon signs, as seen at the Princess Street location in Kingston. See full story on page 4.

London Retailers cited by OLG for 73% increase in ticket salesPiyush and Parul Kan Roa know how to create their own luck when it comes to lottery sales.

“The lottery is an easy upsell. It’s not a lot of money, and it gives people chance to dream,” says Piyush, who has been Retailer at the Dundas Street Pioneer Verve location in London for almost three years.

”We always talk about it with our customers, and we really push it when the jackpots go up to $40 or $50 million. Who doesn’t want to win that kind of money? Our goal is to increase non-fuel sales, so that at least half of our customers purchase something else. Lottery sales is one of those areas we focus on.”

That strategy is paying off. Piyush and his wife received the Best in Class Retailer Award from the OLG after increasing lottery ticket sales by 73.8 percent over the previous year.

The couple came to Canada from their native India 10 years ago, and gained retailing experience at Shell, Mac’s, McEwen and Petrocan before joining the Pioneer family in July 2013.

Although none of their customers has won a major lottery prize so far, Piyush says there have been plenty of winners collecting $1,000, $2,000 and more. “We have one customer who says I bring him good luck.”

Their winning attitude has also made the location a top seller when it comes to tobacco sales.

“Piyush and Parul are great Retailers, and they do a really good job of ensuring their

staff are well trained. They’re doing huge volumes, and meeting all compliance issues to be a responsible tobacco retailer.”

Getting to know customers by name, and ensuring their brands are always in stock, has been part of the winning formula. “If they ask for a single pack, I always make them aware we have special pricing for two or three packs.

“We are fortunate to have a really good service team working with us. I know that even when I’m not here things will be done the way I would. We are also lucky to have strong support from Eric Bondy and the head office team.”

Piyush Kan Roa with members of his service team. His wife, Parul, was visiting family in India when exchange stopped by.

Good luck by design

PG. 3PG. 2

HOLIDAY HOPEThanks to Retailers, service teams for a successful campaign

Parkland is putting our customers in the driver’s seat again this year with the first-ever national PayDay promotion.

“Our PayDay for the Dodge Challenger in 2015 was huge,” says Loyalty Manager Tori Allen. “This year we upped the game with two prizes – one for Pioneer customers in the East, and one for Fas Gas Plus customers in the West. It’s very exciting, enabling us to reach out on a national basis for the first time.

“We will be randomly selecting four Bonus Bucks semi-finalists and four Litre Log semi-finalists, each of whom will have the chance to drive away in their brand new Quad Cab RAM 1500 truck.”

As with the Challenger PayDay promotion in 2015, each of the semi-finalists will be chosen at random from the pool of customers swiping their Bonus Bucks and Litre Log cards during the promotional period. Each will be invited to a PayDay celebration where they receive a key. One lucky person’s key will fire up the engine, letting them drive away the Grand Prize winner.

The Quad Cab RAM 1500 SXT, with a retail value of $40,000 each, delivers maximum power with a 5.7L hemi engine along with a luxury package including automatic transmission, power windows and locks, air conditioning and more.

Watch for details on the PayDay Celebration event to choose the final winner.

PayDay goes national!

Loyalty Manager Tori Allen presents a cheque for $42,000 to CHML radio host Bill Kelly. The cheque represents moneys collected during the Christmas Tree of Hope campaign in 2015. Pioneer has been a long-time supporter of the charity that provides gifts and goodies to children in need. Pioneer Retailers, their service teams and customers came together in the spirit of Holiday giving to raise the money. An advertising campaign (inset) urged customers to support the campaign on

December 16, with Pioneer donating 3¢ per litre of all sales at participating stations. Pioneer has supported the Christmas Tree of Hope campaign for the past 27 years. Thanks to everyone for making the campaign a huge success once again.

London Retailers cited by OLG for 73% increase in ticket salesPiyush and Parul Kan Roa know how to create their own luck when it comes to lottery sales.

“The lottery is an easy upsell. It’s not a lot of money, and it gives people chance to dream,” says Piyush, who has been Retailer at the Dundas Street Pioneer Verve location in London for almost three years.

”We always talk about it with our customers, and we really push it when the jackpots go up to $40 or $50 million. Who doesn’t want to win that kind of money? Our goal is to increase non-fuel sales, so that at least half of our customers purchase something else. Lottery sales is one of those areas we focus on.”

That strategy is paying off. Piyush and his wife received the Best in Class Retailer Award from the OLG after increasing lottery ticket sales by 73.8 percent over the previous year.

The couple came to Canada from their native India 10 years ago, and gained retailing experience at Shell, Mac’s, McEwen and Petrocan before joining the Pioneer family in July 2013.

Although none of their customers has won a major lottery prize so far, Piyush says there have been plenty of winners collecting $1,000, $2,000 and more. “We have one customer who says I bring him good luck.”

Their winning attitude has also made the location a top seller when it comes to tobacco sales.

“Piyush and Parul are great Retailers, and they do a really good job of ensuring their

staff are well trained. They’re doing huge volumes, and meeting all compliance issues to be a responsible tobacco retailer.”

Getting to know customers by name, and ensuring their brands are always in stock, has been part of the winning formula. “If they ask for a single pack, I always make them aware we have special pricing for two or three packs.

“We are fortunate to have a really good service team working with us. I know that even when I’m not here things will be done the way I would. We are also lucky to have strong support from Eric Bondy and the head office team.”

Piyush Kan Roa with members of his service team. His wife, Parul, was visiting family in India when exchange stopped by.

Good luck by design

PG. 3PG. 2

HOLIDAY HOPEThanks to Retailers, service teams for a successful campaign

Parkland is putting our customers in the driver’s seat again this year with the first-ever national PayDay promotion.

“Our PayDay for the Dodge Challenger in 2015 was huge,” says Loyalty Manager Tori Allen. “This year we upped the game with two prizes – one for Pioneer customers in the East, and one for Fas Gas Plus customers in the West. It’s very exciting, enabling us to reach out on a national basis for the first time.

“We will be randomly selecting four Bonus Bucks semi-finalists and four Litre Log semi-finalists, each of whom will have the chance to drive away in their brand new Quad Cab RAM 1500 truck.”

As with the Challenger PayDay promotion in 2015, each of the semi-finalists will be chosen at random from the pool of customers swiping their Bonus Bucks and Litre Log cards during the promotional period. Each will be invited to a PayDay celebration where they receive a key. One lucky person’s key will fire up the engine, letting them drive away the Grand Prize winner.

The Quad Cab RAM 1500 SXT, with a retail value of $40,000 each, delivers maximum power with a 5.7L hemi engine along with a luxury package including automatic transmission, power windows and locks, air conditioning and more.

Watch for details on the PayDay Celebration event to choose the final winner.

PayDay goes national!

Loyalty Manager Tori Allen presents a cheque for $42,000 to CHML radio host Bill Kelly. The cheque represents moneys collected during the Christmas Tree of Hope campaign in 2015. Pioneer has been a long-time supporter of the charity that provides gifts and goodies to children in need. Pioneer Retailers, their service teams and customers came together in the spirit of Holiday giving to raise the money. An advertising campaign (inset) urged customers to support the campaign on

December 16, with Pioneer donating 3¢ per litre of all sales at participating stations. Pioneer has supported the Christmas Tree of Hope campaign for the past 27 years. Thanks to everyone for making the campaign a huge success once again.

PG. 4 PG. 5

It’s clear that the Pioneer team is living up to the adage ‘out with the old, in with the new’ as we move well into 2016.

As a result of the $5 million Refresh program launched last summer, 76 Pioneer locations are now updated, bringing the majority of Pioneer locations up to industry standards.

While the re-openings are still very young, the excitement around Refresh is growing.

From new signage and canopies to brighter stores and punched-up merchandising, location managers and customers agree that the program has been a resounding success.

Mark Golubev, Retailer at the Pioneer in Keswick, has been in the gas industry for more than 20 years, joining Pioneer in 2013. “The feedback from customers has been great! The store is brighter, and already I see customers looking at our new merchandising.”

Reflecting on the quick four-day construction process, Mark said he was pleased. Clients were understanding, and the work crews stayed on course. He wouldn’t have changed a thing.

Muhammad Khan, who took over the Kitchener location just one year ago, agrees. “The renovation process went smoothly and on schedule. My customers handled it well – they knew that we would be shut-down for a few days, and were excited about the changes when we reopened.”

With more than 25 years at Pioneer, Igor Goloubev of Bradford appreciates the Parkland investment through the Refresh program. “Everything used to be so dark, but not anymore. Everyone likes the layout and merchandise – especially the new coffee station.”

Designed to serve fresh hot beverages with little waste, the new coffee stations will take some time to gain acceptance. A second promotion was launched recently to introduce our product to customers so they can taste the difference. From freshly ground single cup coffee to cappuccinos and hot chocolates, the flavour profiles and price points are exceptional.

“Those who enjoy stronger coffee are enjoying the new coffee station. Everyone knows that it is always freshly ground and poured,” says Ibrahim Slewa of Hamilton. “As the owner I see that it is easily operational and at their convenience. Our faithful and regular customers, plus those who are just stopping in, are always told about this new coffee service.”

With Retailers and their service teams energized, and customers gladly coming

back, it is clear the full results of the Refresh program will become apparent in 2016. The new layouts and merchandising, coupled with the high quality economically sound coffee station, are sure to keep old customers coming back while attracting new ones.

“I know it’s early but I’ve already seen a two percent increase,” says Muhammad.

With Refresh, the future looks bright.

Simply Refreshing!76 sites completed, and everyone’s loving the difference

The Princess Street Pioneer in Kingston is attracting lots of attention with its new face. A boater’s eye view of the dazzling changes at the Keswick Pioneer. Retailer Mark Golubev can’t wait to welcome his summer boaters to his new store.

Ibrahim Slewa chats up the new coffee offering at his Fennell Street store in Hamilton.

Angel LeCouffe is all smiles with the refreshed merchandising counter at Princess Street in Kingston.

Brighter lighting and refreshed merchandising are inviting customers in Ganonoque to come in and buy.

Keswick Retailer Mark Golubev says response to the fresh new look at this site is winning

rave reviews from customers.

“The feedback from customers has been great! The store is brighter, and already I see customers looking at our new merchandising.”

PG. 4 PG. 5

It’s clear that the Pioneer team is living up to the adage ‘out with the old, in with the new’ as we move well into 2016.

As a result of the $5 million Refresh program launched last summer, 76 Pioneer locations are now updated, bringing the majority of Pioneer locations up to industry standards.

While the re-openings are still very young, the excitement around Refresh is growing.

From new signage and canopies to brighter stores and punched-up merchandising, location managers and customers agree that the program has been a resounding success.

Mark Golubev, Retailer at the Pioneer in Keswick, has been in the gas industry for more than 20 years, joining Pioneer in 2013. “The feedback from customers has been great! The store is brighter, and already I see customers looking at our new merchandising.”

Reflecting on the quick four-day construction process, Mark said he was pleased. Clients were understanding, and the work crews stayed on course. He wouldn’t have changed a thing.

Muhammad Khan, who took over the Kitchener location just one year ago, agrees. “The renovation process went smoothly and on schedule. My customers handled it well – they knew that we would be shut-down for a few days, and were excited about the changes when we reopened.”

With more than 25 years at Pioneer, Igor Goloubev of Bradford appreciates the Parkland investment through the Refresh program. “Everything used to be so dark, but not anymore. Everyone likes the layout and merchandise – especially the new coffee station.”

Designed to serve fresh hot beverages with little waste, the new coffee stations will take some time to gain acceptance. A second promotion was launched recently to introduce our product to customers so they can taste the difference. From freshly ground single cup coffee to cappuccinos and hot chocolates, the flavour profiles and price points are exceptional.

“Those who enjoy stronger coffee are enjoying the new coffee station. Everyone knows that it is always freshly ground and poured,” says Ibrahim Slewa of Hamilton. “As the owner I see that it is easily operational and at their convenience. Our faithful and regular customers, plus those who are just stopping in, are always told about this new coffee service.”

With Retailers and their service teams energized, and customers gladly coming

back, it is clear the full results of the Refresh program will become apparent in 2016. The new layouts and merchandising, coupled with the high quality economically sound coffee station, are sure to keep old customers coming back while attracting new ones.

“I know it’s early but I’ve already seen a two percent increase,” says Muhammad.

With Refresh, the future looks bright.

Simply Refreshing!76 sites completed, and everyone’s loving the difference

The Princess Street Pioneer in Kingston is attracting lots of attention with its new face. A boater’s eye view of the dazzling changes at the Keswick Pioneer. Retailer Mark Golubev can’t wait to welcome his summer boaters to his new store.

Ibrahim Slewa chats up the new coffee offering at his Fennell Street store in Hamilton.

Angel LeCouffe is all smiles with the refreshed merchandising counter at Princess Street in Kingston.

Brighter lighting and refreshed merchandising are inviting customers in Ganonoque to come in and buy.

Keswick Retailer Mark Golubev says response to the fresh new look at this site is winning

rave reviews from customers.

“The feedback from customers has been great! The store is brighter, and already I see customers looking at our new merchandising.”

There’s a dazzling new oasis for motorists travelling along Highway 401 at Trafalgar Road, and Retailer Lenny Schligold says the transformation of his Pioneer site as an Esso Synergy location has put him ahead of the game in the highly competitive area.

“There are two other truck stops just off the highway here, so we needed to step things up for sure,” says Schligold, whose 24 years as a Retailer with Pioneer has taught him well about the importance of meeting customer needs.

Among the changes that make his site a market leader:

• High-speed diesel pumps that candeliver 200 litres of fuel in under twominutes, eliminating long line-upsduring busy periods.

• A dedicated Diesel Exhaust Fluid(DEF) pump, that provides a low-costmeans for truck operators to meetenvironmental standards.

• Four grades of gasoline, including EssoSupreme Plus 93 Octane fuel – the highestavailable in the Pioneer Energy network.

• Upgraded LED lighting.

• Fully upgraded merchandising.

Pioneer Energy Director of Operations Brian Kitchen said the operations team

reviewed all possible options for the Hornby location that was overdue for much needed and extensive renovations. “As part of the Parkland organization, we have greater multi-brand opportunities to help us meet customer needs, and to grow our business. The operations team determined that the strength of the Esso brand, with its powerful fleet card program, would deliver the most hotly contested product in this competitive market right on Highway 401.”

Highway 401 has the most transport truck traffic in the world, with an average of 10,000 transport trucks driving along it on any given day.

Regional Operations Manager Troy Richter says the Pioneer marketing, merchandising, and loyalty teams staged a three-day Grand Opening event – a first for Pioneer

in a number of years – in early December to attract customers back to the location following a nine-week closure for the renovations. The event featured a 20-cent per litre discount on December 3, followed by two days of discounts of three cents per litre. Head office personnel were on site to help pump gas, greet customers and distribute lots of giveaways during the event.

“The changes at this site are dramatic, particularly at night when the LED lighting systems really show it off,” says Richter, adding he was grateful for the commitment of everyone involved in the project including construction, marketing, merchandising and operations.

Schligold said his existing Pioneer customers love the new modern look

of his site, which is attracting a whole new set of Esso customers. Renovations included installation of new tanks and fuel lines, a Refresh-style upgrade of the store, and replacement of the entire forecourt with Esso’s new Synergy Fuels layout which includes:

• Wave – an inverted L-shaped aperture which rises up and over the pump to communicate the new Synergy Fuels brand together with onside marketing messages.

• Blade – A horizontal element mounted on the canopy column

over the pump which communicates the new Synergy Fuels brand.

• Koala – A vertical aperture mounted on most, if not all, canopy columns that is fitted with marketing messages. The Koala back is mounted so customers view it as they return to their vehicles from the backcourt. Customer safety and instruction messages are also mounted on the Koala.

Adds Schligold: “Customers love the look and the convenience. I’m expecting big things in 2016.”

Pioneer people put the Merry in Christmas 2015 for scores of disadvantaged people, including the homeless, the disabled, seniors, abused women and their children.

Two families with children battling cancer also saw their spirits lifted by the Pioneer Christmas Committee, which raised a record $24,000 allowing it to reach out into the community in a bigger way than ever before. “We want to thank everyone who supported our fundraising activities throughout the year – it was amazing,” says receptionist Darlene Moore, who has been a memberof the committee since it was created byIsabel Abbey 24 years ago.

Adds Laurie Reid: “In our first year doing this, we raised $1,000 for a single

family that we adopted through Catholic Children’s Aid in Hamilton.”

Fundraising has climbed steadily through the years, and got an extra boost this year thanks to the Parkland employee charity program. Each year, all permanent full-time employees are able to direct $250 to be donated by Parkland on their behalf. With each additional year of service, employees receive another $50 to donate up to an additional $250.

Employees who volunteer more than 50 hours per year can apply for additional funds that double their total donation amount to their charity of choice. Real Estate Administrator Dawn Sutherland says that enables long-time employees who put in the required volunteer hours to donate up to $1,000.

That’s new money for the Pioneer Christmas Committee which raises money all year long with a variety of events for head office employees including Build Your Own Sub Day, Ice Cream Day, 50-50 Draws, raffles and more.

“We get a lot of items donated that we can raffle off,” adds Darlene, adding donations have included prizes won by employees at golf tournaments.

Recipients of the Pioneer Christmas Committee included: 30 people at Interval House, shelter for abused women and their children; a total of 30 people at Lynwood Hall, Charlton Hall and Compass Hall, which support children and youth with mental health issue; Food 4 Kids school backpack program; Faith Hope Manor group home for disabled adults; and St. Vincent De Paul Society.

Additionally, the Committee purchased 20 sleeping bags, hats and gloves for distribution to the homeless through the Good Shepherd Centre in Hamilton.

“With the individual families we support, we spend $150 per individual and also provide a gift card for groceries,” notes Laurie. “We get a wish list that tells us what each person wants and we try to fulfill that list.”

Favourites with the younger set this year were toys related to the Disney film Frozenas well as Teenage Mutant Ninja Turtles.

PG. 6 PG. 7

Retailer Lenny Schligold, right, is pictured with, from left: Andrew Mackay, Retail Fuels Manager, Esso; Peter Kilty, Parkland Fuel Corporation VP Retail; and Pioneer Energy Director Ian White.

Loyalty Manager Tori Allen joins staffer from the on-site TimHortons to delight customers attending the grand opening.

Dave MacFarlane, Director, Real Estate, was among the head office team pitching in to make the Hornby opening a success.

The Pioneer Christmas Committee from left: Christine Waddell, Debra Hicks, Laurie Reid, Dawn Sutherland and Darlene Moore.

DAZZLING transformation!

Committee puts the MERRY in Christmas!

“The changes at this site are dramatic, particularly at night when the LED lighting systems really show it off,”

There’s a dazzling new oasis for motorists travelling along Highway 401 at Trafalgar Road, and Retailer Lenny Schligold says the transformation of his Pioneer site as an Esso Synergy location has put him ahead of the game in the highly competitive area.

“There are two other truck stops just off the highway here, so we needed to step things up for sure,” says Schligold, whose 24 years as a Retailer with Pioneer has taught him well about the importance of meeting customer needs.

Among the changes that make his site a market leader:

• High-speed diesel pumps that can deliver 200 litres of fuel in under two minutes, eliminating long line-ups during busy periods.

• A dedicated Diesel Exhaust Fluid (DEF) pump, that provides a low-cost means for truck operators to meet environmental standards.

• Four grades of gasoline, including Esso Supreme Plus 93 Octane fuel – the highest available in the Pioneer Energy network.

• Upgraded LED lighting.

• Fully upgraded merchandising.

Pioneer Energy Director of Operations Brian Kitchen said the operations team

reviewed all possible options for the Hornby location that was overdue for much needed and extensive renovations. “As part of the Parkland organization, we have greater multi-brand opportunities to help us meet customer needs, and to grow our business. The operations team determined that the strength of the Esso brand, with its powerful fleet card program, would deliver the most hotly contested product in this competitive market right on Highway 401.”

Highway 401 has the most transport truck traffic in the world, with an average of 10,000 transport trucks driving along it on any given day.

Regional Operations Manager Troy Richter says the Pioneer marketing, merchandising, and loyalty teams staged a three-day Grand Opening event – a first for Pioneer

in a number of years – in early December to attract customers back to the location following a nine-week closure for the renovations. The event featured a 20-cent per litre discount on December 3, followed by two days of discounts of three cents per litre. Head office personnel were on site to help pump gas, greet customers and distribute lots of giveaways during the event.

“The changes at this site are dramatic, particularly at night when the LED lighting systems really show it off,” says Richter, adding he was grateful for the commitment of everyone involved in the project including construction, marketing, merchandising and operations.

Schligold said his existing Pioneer customers love the new modern look

of his site, which is attracting a whole new set of Esso customers. Renovations included installation of new tanks and fuel lines, a Refresh-style upgrade of the store, and replacement of the entire forecourt with Esso’s new Synergy Fuels layout which includes:

• Wave – an inverted L-shaped aperture which rises up and over the pump to communicate the new Synergy Fuels brand together with onside marketing messages.

• Blade – A horizontal element mounted on the canopy column

over the pump which communicates the new Synergy Fuels brand.

• Koala – A vertical aperture mounted on most, if not all, canopy columns that is fitted with marketing messages. The Koala back is mounted so customers view it as they return to their vehicles from the backcourt. Customer safety and instruction messages are also mounted on the Koala.

Adds Schligold: “Customers love the look and the convenience. I’m expecting big things in 2016.”

Pioneer people put the Merry in Christmas 2015 for scores of disadvantaged people, including the homeless, the disabled, seniors, abused women and their children.

Two families with children battling cancer also saw their spirits lifted by the Pioneer Christmas Committee, which raised a record $24,000 allowing it to reach out into the community in a bigger way than ever before. “We want to thank everyone who supported our fundraising activities throughout the year – it was amazing,” says receptionist Darlene Moore, who has been a member of the committee since it was created by Isabel Abbey 24 years ago.

Adds Laurie Reid: “In our first year doing this, we raised $1,000 for a single

family that we adopted through Catholic Children’s Aid in Hamilton.”

Fundraising has climbed steadily through the years, and got an extra boost this year thanks to the Parkland employee charity program. Each year, all permanent full-time employees are able to direct $250 to be donated by Parkland on their behalf. With each additional year of service, employees receive another $50 to donate up to an additional $250.

Employees who volunteer more than 50 hours per year can apply for additional funds that double their total donation amount to their charity of choice. Real Estate Administrator Dawn Sutherland says that enables long-time employees who put in the required volunteer hours to donate up to $1,000.

That’s new money for the Pioneer Christmas Committee which raises money all year long with a variety of events for head office employees including Build Your Own Sub Day, Ice Cream Day, 50-50 Draws, raffles and more.

“We get a lot of items donated that we can raffle off,” adds Darlene, adding donations have included prizes won by employees at golf tournaments.

Recipients of the Pioneer Christmas Committee included: 30 people at Interval House, shelter for abused women and their children; a total of 30 people at Lynwood Hall, Charlton Hall and Compass Hall, which support children and youth with mental health issue; Food 4 Kids school backpack program; Faith Hope Manor group home for disabled adults; and St. Vincent De Paul Society.

Additionally, the Committee purchased 20 sleeping bags, hats and gloves for distribution to the homeless through the Good Shepherd Centre in Hamilton.

“With the individual families we support, we spend $150 per individual and also provide a gift card for groceries,” notes Laurie. “We get a wish list that tells us what each person wants and we try to fulfill that list.”

Favourites with the younger set this year were toys related to the Disney film Frozen as well as Teenage Mutant Ninja Turtles.

PG. 6 PG. 7

Retailer Lenny Schligold, right, is pictured with, from left: Andrew Mackay, Retail Fuels Manager, Esso; Peter Kilty, Parkland Fuel Corporation VP Retail; and Pioneer Energy Director Ian White.

Loyalty Manager Tori Allen joins staffer from the on-site Tim Hortons to delight customers attending the grand opening.

Dave McFarland, Director, Real Estate, was among the head office team pitching in to make the Hornby opening a success.

The Pioneer Christmas Committee from left: Christine Waddell, Debra Hicks, Laurie Reid, Dawn Sutherland and Darlene Moore.

DAZZLING transformation!

Committee puts the MERRY in Christmas!

“The changes at this site are dramatic, particularly at night when the LED lighting systems really show it off,”

PG. 8 PG. 9

Rick Barrie, Hanover

Rick was a member of the original Retail Committee, and has assumed a leadership role on the

new Retail Relations Committee that was created after the Parkland acquisition.

He has been a Pioneer retailer for 12 years, joining the company as a manager when the Hanover site was opened November 12, 2003 before moving to Harriston for two years. He returned to Hanover as the Retailer in 2005.

What do you see as the purpose of the Retail Committee?

To me our main purpose as a committee is to close the communications gap between our business partners in senior management and the front-line Retailers. I think this will help each side better understand the views of the other, which can only lead to better decision making in the long run.

I have been working with Brian Kitchen, Troy Richter and Jeff French in developing a terms of reference and a new working name for the committee. We have completed that process and will present our recommendations to the full committee at our next meeting in February. Everyone is in agreement that we will be called the Pioneer Retail Relations Committee (RRC) going forward. I am very excited and pleased at the direction everything is moving – we are starting to see that as Retailers we can make a difference.

Have you had feedback from Retailers in your area on the event?

Like me, I think everyone is feeling positive about having Ian White and Peter Kilty at the helm of the business. They are driving things in a very positive direction, and have a great team of managers that seem to be on the same page.

What are you most excited about going forward?

For me, it’s nice to have a business partner again. It is feeling more like the old Murray Hogarth days, where as Retailers we were considered partners, not just employees. Now it feels like we are going to work together for the common good and growth of company as a whole, and our own businesses.

I’m looking forward to working with a team that has respect and appreciation for each other. That had dissipated over the past couple of years for obvious reasons. There were a lot of rumours with no answers, and many of us no longer felt like partners in the business. I now see an opportunity of going forward to a time of positive growth with dignity and respect. I believe there are going to be career growth opportunities, financial opportunities for our businesses and better communications. Everything takes time, but I am feeling much more confident about the future today.

How do you envision your business changing over the next two years?

I see a lot of growth, with an opportunity

to earn more under the new business agreement. In the past it seemed that sometimes we were not rewarded or recognized for business growth, and I think that is changing.

I also see an opportunity for bringing new products to our customers. I think as Retailers were will have more input into product ideas. At the end of the day, it has to be a win-win partnership. The more I’m encouraged to grow my business, the more Pioneer will grow. And by rewarding Retailers for making growth happen, everyone benefits.

Steve Jakubickas, Hamilton

Steve joined Pioneer as a part-time attendant at the Upper James, Hamilton location where

he later became assistant manager. He was one of the earliest to become a Pioneer Commission Agent and after a short time in Dundas took over the Rymal Road location in Hamilton where he opened the first full-format Snack Express store. Steve returned to Upper James in 1999 where he remains today. He has been a member of the Retail Committee since its inception.


Our main task, I believe, is trying to get feedback from the field as far as things that might be beneficial to our individual businesses as well as the overall business. I think there are times

Retailers will talk to one of us where they might not be comfortable talking to their TM. It’s just another way of opening up communications. It’s definitely not intended to be a place to gripe – it’s to get feedback on what’s working and what’s not working.


I am looking forward to a business arrangement that allows us to share in the growth of sales. In the past we haven’t been rewarded for growing sales, so you can lose motivation.


The future is sounding very positive. I feel we will have more support in driving non-fuel sales, which can only make the business more profitable. I’m looking forward to offering new and innovative products that will also help drive sales.

Mark Paquette, Chelmsford

Mark is one of the longest standing Pioneer Retailers in the North with close to 13 years’ experience at this

current site. Mark has been a member of the Retail Committee since its inception.


We’re the liaison between front-line agents and upper management. It’s our duty to go out and develop a rapport with the agents in our territory, and put together list of common impediments to our business which we can then bring forward to management. If Agents have site specific issues, that is something that should be handled by their TM. For sure every station is different, but there are common issues and those are the ones we want to address to help grow our businesses.


Yes, the Retailers up here are very excited. During the transition we have been in a

limbo for the past couple of years. But Retailers feel with the new mandate brought forward (at the Fuelling Growth event) we have something to get excited about.


At the fact we will now be growing our business and sharing in that growth as per the new business model that was presented to us. The new mandate is pretty clear – Ian White wants to win, and personally I think he has drafted the ultimate fantasy team that is going to get us where we want to be.


I see us adopting some of the fundamentals that we were getting away from in recent years. These are fundamentals that got us to where we are, and made us the envy of our competitors. I think the combination of focusing on fundamentals, and bringing in new and innovative programs, will see us continue to win in this market and be the market leaders once again. It’s a process, and I see us doing some remarkable things in the new year.

Fred Brown, Brantford

Fred, who just celebrated his 40th anniversary with Pioneer, joined the company in 1975 as a part-

time service attendant. He was one of the first employees to become a Pioneer Commission Agent, taking over the Henry Road site in Brantford in 1987. Fred has been a member of the Retail Committee since its inception.


Everyone wants to have a say in the business, and this committee provides a way for all Retailers to have input. As a member of the committee, I get calls all the time from Retailers. If I don’t have the answer, I can bring questions and concerns up at our meetings, and we can

address issues before they get blown out of proportion.

The majority of us on the committee are known as outspoken, and that’s the kind of people you want there. We are the eyes and ears of the front line people. We will ask the tough questions when they need to be asked.

I am proud to serve on the committee with a group of guys who actually care.


I get the sense that people are feeling more at ease, that Parkland wants good things for the Pioneer business. There is a lot of positive feedback around the Refresh program. Everyone is saying how much better their station looks. And that tells us that Parkland is showing pride in our network. Stations had been falling apart over the past couple of years, and Parkland comes out right way with the $5 million Refresh program, a ton of money, it’s a very positive thing.


It feels more like a partnership now, and that’s the first time I’ve felt that in a long time. Ian White looked us straight in the face and said, ‘you are partners with us, we’re not your bosses’. That gets me excited about my business, and about being part of Pioneer. I’m not just Fred at site #21, I’m a partner with Pioneer. It’s like we were asleep for the last two years and now we’re awake.


I believe we now have the right leadership, and that we can do nothing but grow. We’ve been stale for too long. Now I’ll be looking for innovation, and giving our customers what they want. I like the idea that we can have flex space to tailor our merchandising to our individual market, while at the same time supporting and executing network-wide programs. It’s going to be more important than ever to train our front-line service people to understand the needs of our customers.

Retailer reps see bright future for Retail Relations CommitteeThe Retail Relations Committee (RRC) is up and running, and the future looks bright says Hanover Retailer Rick Barrie.“We agreed on and adopted our terms of reference at our first meeting of 2016 that was held in late February,” says Rick, noting the mandate of the RRC is to provide a vehicle for the formal exchange of ideas between Retailers and the senior management team.

“I can tell you that each of the Retailers left that meeting feeling valued, heard and very positive about the future. I can’t say enough positive things about the RCC – I think it’s only going to get better. There is definitely a lot of value in this process.” The exchange spoke with members of the Retailer representatives team to get their views on the events of Fall 2015, and their expectations moving forward.

PG. 8 PG. 9

Rick Barrie, Hanover

Rick was a member of the original Retail Committee, and has assumed a leadership role on the

new Retail Relations Committee that was created after the Parkland acquisition.

He has been a Pioneer retailer for 12 years, joining the company as a manager when the Hanover site was opened November 12, 2003 before moving to Harriston for two years. He returned to Hanover as the Retailer in 2005.


To me our main purpose as a committee is to close the communications gap between our business partners in senior management and the front-line Retailers. I think this will help each side better understand the views of the other, which can only lead to better decision making in the long run.

I have been working with Brian Kitchen, Troy Richter and Jeff French in developing a terms of reference and a new working name for the committee. We have completed that process and will present our recommendations to the full committee at our next meeting in February. Everyone is in agreement that we will be called the Pioneer Retail Relations Committee (RRC) going forward. I am very excited and pleased at the direction everything is moving – we are starting to see that as Retailers we can make a difference.


Like me, I think everyone is feeling positive about having Ian White and Peter Kilty at the helm of the business. They are driving things in a very positive direction, and have a great team of managers that seem to be on the same page.


For me, it’s nice to have a business partner again. It is feeling more like the old Murray Hogarth days, where as Retailers we were considered partners, not just employees. Now it feels like we are going to work together for the common good and growth of company as a whole, and our own businesses.

I’m looking forward to working with a team that has respect and appreciation for each other. That had dissipated over the past couple of years for obvious reasons. There were a lot of rumours with no answers, and many of us no longer felt like partners in the business. I now see an opportunity of going forward to a time of positive growth with dignity and respect. I believe there are going to be career growth opportunities, financial opportunities for our businesses and better communications. Everything takes time, but I am feeling much more confident about the future today.


I see a lot of growth, with an opportunity

to earn more under the new business agreement. In the past it seemed that sometimes we were not rewarded or recognized for business growth, and I think that is changing.

I also see an opportunity for bringing new products to our customers. I think as Retailers were will have more input into product ideas. At the end of the day, it has to be a win-win partnership. The more I’m encouraged to grow my business, the more Pioneer will grow. And by rewarding Retailers for making growth happen, everyone benefits.

Steve Jakubickas, Hamilton

Steve joined Pioneer as a part-time attendant at the Upper James, Hamilton location where

he later became assistant manager. He was one of the earliest to become a Pioneer Commission Agent and after a short time in Dundas took over the Rymal Road location in Hamilton where he opened the first full-format Snack Express store. Steve returned to Upper James in 1999 where he remains today. He has been a member of the Retail Committee since its inception.


Our main task, I believe, is trying to get feedback from the field as far as things that might be beneficial to our individual businesses as well as the overall business. I think there are times

Retailers will talk to one of us where they might not be comfortable talking to their TM. It’s just another way of opening up communications. It’s definitely not intended to be a place to gripe – it’s to get feedback on what’s working and what’s not working.


I am looking forward to a business arrangement that allows us to share in the growth of sales. In the past we haven’t been rewarded for growing sales, so you can lose motivation.


The future is sounding very positive. I feel we will have more support in driving non-fuel sales, which can only make the business more profitable. I’m looking forward to offering new and innovative products that will also help drive sales.

Mark Paquette, Chelmsford

Mark is one of the longest standing Pioneer Retailers in the North with close to 13 years’ experience at this

current site. Mark has been a member of the Retail Committee since its inception.


We’re the liaison between front-line agents and upper management. It’s our duty to go out and develop a rapport with the agents in our territory, and put together list of common impediments to our business which we can then bring forward to management. If Agents have site specific issues, that is something that should be handled by their TM. For sure every station is different, but there are common issues and those are the ones we want to address to help grow our businesses.


Yes, the Retailers up here are very excited. During the transition we have been in a

limbo for the past couple of years. But Retailers feel with the new mandate brought forward (at the Fuelling Growth event) we have something to get excited about.


At the fact we will now be growing our business and sharing in that growth as per the new business model that was presented to us. The new mandate is pretty clear – Ian White wants to win, and personally I think he has drafted the ultimate fantasy team that is going to get us where we want to be.


I see us adopting some of the fundamentals that we were getting away from in recent years. These are fundamentals that got us to where we are, and made us the envy of our competitors. I think the combination of focusing on fundamentals, and bringing in new and innovative programs, will see us continue to win in this market and be the market leaders once again. It’s a process, and I see us doing some remarkable things in the new year.

Fred Brown, Brantford

Fred, who just celebrated his 40th anniversary with Pioneer, joined the company in 1975 as a part-

time service attendant. He was one of the first employees to become a Pioneer Commission Agent, taking over the Henry Road site in Brantford in 1987. Fred has been a member of the Retail Committee since its inception.


Everyone wants to have a say in the business, and this committee provides a way for all Retailers to have input. As a member of the committee, I get calls all the time from Retailers. If I don’t have the answer, I can bring questions and concerns up at our meetings, and we can

address issues before they get blown out of proportion.

The majority of us on the committee are known as outspoken, and that’s the kind of people you want there. We are the eyes and ears of the front line people. We will ask the tough questions when they need to be asked.

I am proud to serve on the committee with a group of guys who actually care.


I get the sense that people are feeling more at ease, that Parkland wants good things for the Pioneer business. There is a lot of positive feedback around the Refresh program. Everyone is saying how much better their station looks. And that tells us that Parkland is showing pride in our network. Stations had been falling apart over the past couple of years, and Parkland comes out right way with the $5 million Refresh program, a ton of money, it’s a very positive thing.


It feels more like a partnership now, and that’s the first time I’ve felt that in a long time. Ian White looked us straight in the face and said, ‘you are partners with us, we’re not your bosses’. That gets me excited about my business, and about being part of Pioneer. I’m not just Fred at site #21, I’m a partner with Pioneer. It’s like we were asleep for the last two years and now we’re awake.


I believe we now have the right leadership, and that we can do nothing but grow. We’ve been stale for too long. Now I’ll be looking for innovation, and giving our customers what they want. I like the idea that we can have flex space to tailor our merchandising to our individual market, while at the same time supporting and executing network-wide programs. It’s going to be more important than ever to train our front-line service people to understand the needs of our customers.

Retailer reps see bright future for Retail Relations CommitteeThe Retail Relations Committee (RRC) is up and running, and the future looks bright says Hanover Retailer Rick Barrie.“We agreed on and adopted our terms of reference at our first meeting of 2016 that was held in late February,” says Rick, noting the mandate of the RRC is to provide a vehicle for the formal exchange of ideas between Retailers and the senior management team.

“I can tell you that each of the Retailers left that meeting feeling valued, heard and very positive about the future. I can’t say enough positive things about the RCC – I think it’s only going to get better. There is definitely a lot of value in this process.” The exchange spoke with members of the Retailer representatives team to get their views on the events of Fall 2015, and their expectations moving forward.

Gearing up for Core-MarkWatch for Core-Mark trucks at your location starting May 2.

They need to give customers their full attention, to help them get what they want and get out quickly. For instance, if a customer comes in asking for a bag of ice, you don’t just say, ‘it’s over there’. They are coming in to spend their money, and we need to treat them as valued guests.

Tanveer Muneer, Minden

Tanveer has been working in the business almost 15 years, starting out as a part-time gas attendant in high

school. He got his first site in Whitby at the age of 20, before moving on to Stouffville and now Minden. He has been a member of the Retail Committee since its inception.


I think the purpose is to help grow our business as a team, having some say on how we can help improve our business at the same time. It’s a way to have our voice heard as Retailers. It’s definitely a positive.


A lot of the Retailers seem very positive, and very enthusiastic. They are saying the new budgets, the way they have been outlined at the (Fuelling Growth) event, seem much better than what we have currently. People were surprised – there are a lot of new retailers in my territory who aren’t as familiar with the old structure. But they are happy that Parkland is saying that if we reach and go above our targets, we can make more money.


I am excited about everything – the growth opportunities, the years of service bonuses. That’s something we didn’t have before, so it’s all very positive. As a senior Retailer, I am especially pleased that Parkland is giving more money based on your experience. It shows they appreciate your years of service, and value the experience you can bring to the business.


I see a lot of changes coming in addition to the $5–million Refresh program. My site was among those getting this investment, and I’m pleased to have a more futuristic look and more product offerings than before. In the end it can only grow our business. It looks like a pretty bright future in the next couple of years. I’m up for the challenge, and looking forward to it.

Baljit Kadian, Gananoque

Baljit has been with Pioneer for the last seven years, coming to the company from Petro

Canada. He is a new member of the Retail Committee, and says he is pleased to have the opportunity to bring the Retailer voice to senior management.


I think the Retail Committee provides a voice for all Retailers. It allows us to bring any operational challenges we face to senior management. I think it is an important door to continuing communications between senior management and Retailers.


Yes, and like me everyone is excited about the new opportunities. Everyone tells me they can’t wait to grow their business with Parkland.


I’m most excited about the new business model, and I’m ready to take on new challenges. I’m also very excited about the Refresh program. The changes at my site have been very well received, and will definitely bring more traffic to the store.

The new business model means we now have a chance to increase our store sales without the company taking incentives back – the more you sell the more you

make. We now have good people behind us, so we can drive sales, profits and get more happy customers.


I believe we will increase our base of loyal customers, which will increase our gas and store sales volumes. I also see opportunities for growth with new product offerings. For instance, we’ve added a great coffee program in our store. Now we can offer our customers an alternative with a great product at a great price. They didn’t have that before because there’s only one coffee shop in town.

Billy Hraiche, Burlington

He has been a member of the Retail Committee since its inception.

Billy left his job as an assistant parts manager with GM to join Pioneer at a Mississauga location in 2003. He was promoted to Retailer at his own site in 2006 and took over the Verve location at Mainway and Appleby in Burlington two years ago.


It’s a great idea, you have a lot of Retailers out there with lots of questions. Every site is unique and has different problems. As members of the Retail Committee, we can relate what we are hearing in the field to upper management. I do get a lot of calls from Retailers in my area. I bring their questions forward to the committee, and follow up with them later. It’s great having that open door to communications both ways.


Before, the business model limited what you could earn. No matter how much you sold before, you were limited, you couldn’t go over that. With Parkland, people are feeling the motivation of the more we push, the more we sell, the more we make. Retailers I speak with are encouraged by that.


I see things getting better. Parkland is open-minded and respectful toward Pioneer Retailers. I know that if I push sales, I’m going to be rewarded.


I see volumes and sales continuing to grow, and with Parkland I believe we can be the best we can be. There is a mutual respect there – they seem to understand that Retailers are the front-line guys who are the key to the puzzle. It’s an exciting time, and I think we are in a great position to be the leader in our market.

Jack Mehta London

Jack, who worked at two Pioneer locations before rising to the role of manager, has been a Pioneer Retailer

since 2007. He currently operates two Pioneer locations in London. Jack has been a member of the Retail Council since its inception.

What do you see as the purpose of the Retail Relations Committee?

The Relations Committee is really a bridge, a way to keep communications going both ways between Retailers and head office. I think it is a very important step, and something that will benefit us as Retailers and the company as a whole.


I do get a lot of feedback, and for the most part it had been good. I think it’s important that Retailers can confide in me as their representative. Some times they have issues they don’t want to raise with their Territory Manager, so it’s another way to open up communications. They are telling me that the Committee is a good idea, and they are encouraged and positive about growth in the future.


Growth. We haven’t been part of the new company for that long but what they have done so far looks very positive. This has been a good way to start with a new owner – it looks to me like they are giving us a chance to grow a lot. The business model they have introduced looks good. We are definitely feeling more like partners with the company and not just working for someone.


I see opportunities to do new a better things for our customers and this can only bring growth. We are changing our distributor and I think that is very positive. There were a number of problems with Lumsden and again, it’s good that Parkland is taking steps to improve that situation. I think it will work great. I have explained the changes to my team and they are excited as well.

Pioneer is gearing up for the launch of the Core-Mark merchandising program starting on May 2.

The announcement that Core-Mark will be the national provider for Parkland brands was made earlier this year. Core-Mark is one of the world’s largest marketers of merchandising solutions to the convenience retail industry. The company has four distribution centres across Canada, with one in Ontario.

“Core-Mark will give Pioneer Retailers a great pricing advantage with powerful sales opportunities,” said Rick Barrie, after seeing a presentation from Core-Mark during the February Retail Relations Committee meeting.

“What I really love about them is that they are innovative. They really seem to know what they are doing, and I believe that they are going to give us a competitive edge in our markets.”

Rick noted the size of the company will open the door to product and promotional opportunities never before available to Pioneer Retailers. Rick added he was also pleased that a Retailer representative will be appointed to attend quarterly meetings with the Pioneer Merchandising team and Core-Mark.

“This gives Retailers a voice in making merchandising decisions. This is something that has never happened before, and is another indication that Parkland is sincere about treating Retailers as business partners.”

PG. 10 PG. 11

Gearing up for Core-MarkWatch for Core-Mark trucks at your location starting May 2.

They need to give customers their full attention, to help them get what they want and get out quickly. For instance, if a customer comes in asking for a bag of ice, you don’t just say, ‘it’s over there’. They are coming in to spend their money, and we need to treat them as valued guests.

Tanveer Muneer, Minden

Tanveer has been working in the business almost 15 years, starting out as a part-time gas attendant in high

school. He got his first site in Whitby at the age of 20, before moving on to Stouffville and now Minden. He has been a member of the Retail Committee since its inception.


I think the purpose is to help grow our business as a team, having some say on how we can help improve our business at the same time. It’s a way to have our voice heard as Retailers. It’s definitely a positive.


A lot of the Retailers seem very positive, and very enthusiastic. They are saying the new budgets, the way they have been outlined at the (Fuelling Growth) event, seem much better than what we have currently. People were surprised – there are a lot of new retailers in my territory who aren’t as familiar with the old structure. But they are happy that Parkland is saying that if we reach and go above our targets, we can make more money.


I am excited about everything – the growth opportunities, the years of service bonuses. That’s something we didn’t have before, so it’s all very positive. As a senior Retailer, I am especially pleased that Parkland is giving more money based on your experience. It shows they appreciate your years of service, and value the experience you can bring to the business.


I see a lot of changes coming in addition to the $5–million Refresh program. My site was among those getting this investment, and I’m pleased to have a more futuristic look and more product offerings than before. In the end it can only grow our business. It looks like a pretty bright future in the next couple of years. I’m up for the challenge, and looking forward to it.

Baljit Kadian, Gananoque

Baljit has been with Pioneer for the last seven years, coming to the company from Petro

Canada. He is a new member of the Retail Committee, and says he is pleased to have the opportunity to bring the Retailer voice to senior management.


I think the Retail Committee provides a voice for all Retailers. It allows us to bring any operational challenges we face to senior management. I think it is an important door to continuing communications between senior management and Retailers.


Yes, and like me everyone is excited about the new opportunities. Everyone tells me they can’t wait to grow their business with Parkland.


I’m most excited about the new business model, and I’m ready to take on new challenges. I’m also very excited about the Refresh program. The changes at my site have been very well received, and will definitely bring more traffic to the store.

The new business model means we now have a chance to increase our store sales without the company taking incentives back – the more you sell the more you

make. We now have good people behind us, so we can drive sales, profits and get more happy customers.


I believe we will increase our base of loyal customers, which will increase our gas and store sales volumes. I also see opportunities for growth with new product offerings. For instance, we’ve added a great coffee program in our store. Now we can offer our customers an alternative with a great product at a great price. They didn’t have that before because there’s only one coffee shop in town.

Billy Hraiche, Burlington

He has been a member of the Retail Committee since its inception.

Billy left his job as an assistant parts manager with GM to join Pioneer at a Mississauga location in 2003. He was promoted to Retailer at his own site in 2006 and took over the Verve location at Mainway and Appleby in Burlington two years ago.


It’s a great idea, you have a lot of Retailers out there with lots of questions. Every site is unique and has different problems. As members of the Retail Committee, we can relate what we are hearing in the field to upper management. I do get a lot of calls from Retailers in my area. I bring their questions forward to the committee, and follow up with them later. It’s great having that open door to communications both ways.


Before, the business model limited what you could earn. No matter how much you sold before, you were limited, you couldn’t go over that. With Parkland, people are feeling the motivation of the more we push, the more we sell, the more we make. Retailers I speak with are encouraged by that.


I see things getting better. Parkland is open-minded and respectful toward Pioneer Retailers. I know that if I push sales, I’m going to be rewarded.


I see volumes and sales continuing to grow, and with Parkland I believe we can be the best we can be. There is a mutual respect there – they seem to understand that Retailers are the front-line guys who are the key to the puzzle. It’s an exciting time, and I think we are in a great position to be the leader in our market.

Jack Mehta London

Jack, who worked at two Pioneer locations before rising to the role of manager, has been a Pioneer Retailer

since 2007. He currently operates two Pioneer locations in London. Jack has been a member of the Retail Council since its inception.

What do you see as the purpose of the Retail Relations Committee?

The Relations Committee is really a bridge, a way to keep communications going both ways between Retailers and head office. I think it is a very important step, and something that will benefit us as Retailers and the company as a whole.


I do get a lot of feedback, and for the most part it had been good. I think it’s important that Retailers can confide in me as their representative. Some times they have issues they don’t want to raise with their Territory Manager, so it’s another way to open up communications. They are telling me that the Committee is a good idea, and they are encouraged and positive about growth in the future.


Growth. We haven’t been part of the new company for that long but what they have done so far looks very positive. This has been a good way to start with a new owner – it looks to me like they are giving us a chance to grow a lot. The business model they have introduced looks good. We are definitely feeling more like partners with the company and not just working for someone.


I see opportunities to do new a better things for our customers and this can only bring growth. We are changing our distributor and I think that is very positive. There were a number of problems with Lumsden and again, it’s good that Parkland is taking steps to improve that situation. I think it will work great. I have explained the changes to my team and they are excited as well.

Pioneer is gearing up for the launch of the Core-Mark merchandising program starting on May 2.

The announcement that Core-Mark will be the national provider for Parkland brands was made earlier this year. Core-Mark is one of the world’s largest marketers of merchandising solutions to the convenience retail industry. The company has four distribution centres across Canada, with one in Ontario.

“Core-Mark will give Pioneer Retailers a great pricing advantage with powerful sales opportunities,” said Rick Barrie, after seeing a presentation from Core-Mark during the February Retail Relations Committee meeting.

“What I really love about them is that they are innovative. They really seem to know what they are doing, and I believe that they are going to give us a competitive edge in our markets.”

Rick noted the size of the company will open the door to product and promotional opportunities never before available to Pioneer Retailers. Rick added he was also pleased that a Retailer representative will be appointed to attend quarterly meetings with the Pioneer Merchandising team and Core-Mark.

“This gives Retailers a voice in making merchandising decisions. This is something that has never happened before, and is another indication that Parkland is sincere about treating Retailers as business partners.”

PG. 10 PG. 11

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

PG. 12

If a customer asks for Brand X and you don’t have it, chances are they will go elsewhere. That means much more than a lost sale, it probably means the customer will buy their gas at the station that has their brand in stock.

“That’s why it is so important to be fully stocked in this category – we know customers will go elsewhere for their cigarettes when we don’t have their brand,” says Anthony DiMaulo, Director Merchandising, Marketing and Loyalty. “Pioneer’s ability to deliver has made us the number one choice of Ontario consumers on a volume per site basis in the tobacco category.”

Ensuring Pioneer remains a leading responsible tobacco retailer is behind a new incentive program that came into effect as of Jan. 1, 2016. Pioneer Retailers can earn incentives by exceeding market share in their local area (measured in Canada Post FSAs – the first three digits of the postal code).

“The second key measurement in the incentive program is zero infractions under the Tobacco Retailer Inspection Act and the Smoke-Free Ontario Act (SFOA). This is so important because it tells our customers we are responsible tobacco retailers who will not sell cigarettes to minors.”

The key to success, in addition to ensuring signage and display compliance, is training staff to do the following:When a customer interested in purchasing tobacco

or e-cigarettes appears to be 35 years or younger, follow these steps:

1. Ask customer “Are you at least 19 years of age?”

2. Request Valid form of ID3. Verifyagewithidentificationprovided

4. Record result on age challenge form

Adds Regional Operations Manager Troy Richter: “I can’t understate the importance of ensuring that everyone working in the network follows the correct procedure on each and every transaction. It’s also part of our Internal Tobacco Mystery Shopper program.

Did you know?• Customers are not permitted to handle

cigarettes or other tobacco products before purchase.

• While retailers cannot request a health card, it may be accepted as valid identification provided that it is offered by the purchaser and if it includes a picture and date of birth.

• A corporation convicted of a tobacco sales offence can be subject to a maximum fine of $10,000 for a first offence and $150,000 for third offence or more.

• Conviction of at least two tobacco sales offences within a five-year period may lead to a notice of prohibition, commonly known as an ‘Automatic Prohibition’ (AP) The prohibition may be for six, nine or twelve months, depending on the number of violations entered during that five year period

• A significant regulatory change is vicarious liability. That means owners are responsible for their own actions and the actions of their employees. An owner will face an automatic prohibition on the sale of tobacco products, for a minimum six-month period, if two corporate convictions are received at the same address within a five-year period.

Don’t let your customers go elsewhere

Troy Richter

Condolences to family and friends of Johni-Mae

The Pioneer community is mourning the sudden and tragic March 13 death of Johni-Mae Haskell, Territory Manager for Niagara Region. She was 35.

“While Johni-Mae was only with our team for a short period of time before going off on maternity leave, she will be greatly missed by all those who worked with and knew her,” said Pioneer Director Ian White.Johni-Mae had a long history in the retail fashion industry working as both a store and district manager for various companies such as Pantorama, Bootlegger and Dynamite before joining Pioneer.More important than her career, though, was her family. Johni-Mae was a loving mother and leaves behind three young, beautiful girls: Bryleigh, Jaylin and Ava. A gofundme page has been set up to support Johni-Mae’s family with final

costs and the future welfare of her three daughters. If you would like to help, please visit the following link: Johni-Mae Fund

Her mother Lori Jackson writes on the gofundme page: “I am humbly reaching out for much needed assistance. Suddenly on Sunday March 13, 2016 my precious daughter tragically lost her battle to a tormenting depression, leaving behind many immediate costs as well as the future welfare of her children.” Our thoughts are with Johni-Mae’s family, friends and fellow employees during this difficult time.

Tobacco Compliance – Retailers convicted of at least two tobacco sales offences in a

five-year period are required to post signs like this to inform customers of their offences.

Johni-Mae Haskell with her daughters, Bryleigh, Jaylin and Ava.

https://www.gofundme.com/77urx3cs

Documents

Pioneer Exchange – Spring 2016