The past several years of economic instability have more than rocked the foundation of many petroleum marketers.  Combine that with the demands placed on the petroleum industry by our local, state and federal agencies and you have a formula of failure for the independent marketer.  It was this scenario that brought about the inception of Midnite Oil.

   As an independent jobber and family owned and operated Oil Company, Benton OIl Service has experienced the financial strain inflicted by the major suppliers.  Having been an Exxon distributor and dealer for 50 years, we have undergone numerous upgrades and have been required to finance many image changes over that same period of time. After years of witnessing smaller dealers try to compete with big names such as Wal-mart and Racetrac, and ourselves being required to meet Exxon's ever changing goals and image updates, we realized it was time to move forward.

   As the owner and operator of our own diesel fuel terminal supplied be the Colonial Pipeline we already had an advantage in the diesel fuel market.  We then began negotiations to house the gasoline we would need to supply our own station.  At the same time we embarked on the idea of developing a fresh, modern image that will attract customers to our location.

   The Midnite Oil concept is something that we have been working on for a long period of time. The black and yellow design with the flame glow and "Burn the Midnite Oil " catchphrase all came together after months of meetings and discussions.  The proper combination of color and lighting produce a clean, eye catching look that will draw customers in.

   The major oil companies are gradually,  yet persistently raising their standards and requirements to such a high level of expense that it makes it no longer feasible for the independently owned and operated stores to compete.  Many independents have already closed their doors because they could not afford to "carry" a major oil brand.  The goal of Midnite Oil is to supply dealers with a high quality fuel at a reasonable cost.  We offer different and individualized packages to meet the needs of each customer.

   While the cost and quality of the fuel you purchase is the most important factor in your business, you also want a look that will attract customers and benefit your business.  Midnite Oil offers a unique look that is attractive, bright, and most of all ...affordable.

   If you have questions, would like to set up a meeting to discuss the different packages we  offer, or are just interested in learning more about our business, please give us a call or e-mail me at wbhelite22@aol.com.  What started out as an idea to increase profit and volume in our own business has been so successful that we decided to offer the opportunity to other business owners who might profit as well.

We hope to hear from you soon.

Ross Benton 

President