Although a lot has changed since Kelly Roberts founded Ricochet Fuel Distributors Inc. in 1988, the overarching purpose of her organization has remained the same. She is determined to empower her customers
with meaningful solutions that enable them to remain focused on their core competencies.
“I’ve always said that even though fuel is our medium, our true goal is to offer our customers solutions,” Roberts said. “We eliminate any concerns they have about how they will keep their equipment operating — whether they are working in a remote location or in the heart of the city.”
Over the years, Euless, Texas-based Ricochet Fuel has grown organically into a diversified multistate fuel logistics company offering a variety of petroleum products, services and resources to its growing customer base. Currently, the company delivers millions of gallons of diesel, gasoline and lubricants, along with biodiesel and diesel exhaust fluid, annually.
The specific strategy Ricochet deploys depends entirely on what the individual customer needs — whether it’s fuel for a fleet of trucks, generators, production equipment or construction vehicles. The goal is always to provide a total turnkey fuel management service that leverages cellular technology to monitor inventory and to make sure customers are never out of fuel.
Although Ricochet is currently servicing sites in 16 states , there are no geographic limitations, Roberts explained. For instance, Ricochet currently has a strong foothold within the construction industry, leveraging the corporation’s willingness and ability to follow customers from jobsite to jobsite — a true differentiator. “I take pride in our team’s resourcefulness to always develop a solution to a customer request,” she said. “We always listen first, assess the short- and long-term needs and then collaborate to find workable solutions.”
The corporation’s resourcefulness was never clearer other than in its role providing Oncor Electric Delivery Co. with strategic support throughout disaster relief efforts after Hurricanes Katrina and Rita. “When other companies were limited due to their geographic reach, our business model allowed us to use vendors outside the industry norm and bring supply into stressed areas,” Roberts said. “It was a huge project that helped turn the lights back on and get people back to their daily lives.”
Looking forward, she sees Ricochet on a steady path to deploy new technologies and embrace new strategies capable of constantly improving the company’s ability to serve a growing customer base.
Roberts got her start in the petroleum industry after college by working for industry giant Texaco Inc. She then spent time working for a small distributor before deciding to follow the dream of starting her own business. “I learned a significant amount seeing both sides of the business. It gave me a solid understanding of what organizations need,” she said. In addition, she has benefited significantly from a network of like-minded business leaders always willing to lend advice.
Behind-The-Scenes: Ricochet Fuel’s WOB certification
At Ricochet Fuel , exceptional fuel services and fuel equipment is only the start. Several distinct certifications set Dallas’ premier fuel distribution company a notch above the competition. One of these noteworthy badges is Ricochet Fuel’s Woman Owned Business (WOB) certification.
Get a behind-the-scenes peak as to why the WOB matters to Ricochet Fuel and learn what it means for you in today’s blog post.
How WOB works
To become a certified Woman Owned Business, Ricochet Fuel first had to meet a handful of stringent, nationally-mandated requirements. Reviewed each year, these include…
- being open for business for more than six months
- showing clear, documented evidence that the company was over-majority woman-owned and managed
- proving that the company owner was a legal resident alien or U.S. citizen
Ricochet Fuel clearly exceeded the standards: Founded nearly 30 years ago by current owner, Kelly Brett Roberts , WOB certification has been and continues to be a natural and well-deserved fit.
A Hidden Resource
Roberts chose certification through Women’s Business Council Southwest (WBCS), a subset of the larger Women’s Business Enterprise National Council, over 20 years ago.
For the team at Ricochet Fuel, the certification serves as both a pledge and a resource. In addition to recommitting annually to WOB standards, Ricochet Fuel’s certification grants the company access to a dynamic network of business owners and new customers from around the country.
Operations Manager Cass Roberts explained, “We attend monthly lunches, annual trade shows, quarterly events, and we seem to grow our customer base each year.”
These meetings ultimately benefit the customer by enabling Ricochet Fuel to further develop its team to better serve clients’ needs.
For example: “This certification has allowed us to connect with large corporations that have diversity programs within their company that we would not have otherwise been able to connect with,” Roberts said.
Find a source you trust
Ricochet Fuel continually strives to maintain its commitment to service beyond expectation. Distinct self-chosen certifications, such as WOB, are witnesses to the fundamental values of Ricochet Fuel culture.
Headquartered in the Dallas/Fort Worth metroplex, Ricochet Fuel is a single source supplier for companies in every industry. For your fuel needs, contact Ricochet Fuel today.
Ricochet Fuel provides diesel exhaust fluid (DEF) in a variety of quantities for fleets of all sizes. What is DEF and how can you make sure you’re utilizing this convenient Dallas-Fort Worth service?
Find need-to-know diesel exhaust tips in today’s blog post from the experts at Ricochet Fuel .
Understanding DEF starts with understanding Selective Catalytic Reduction (SCR).
SCR is currently the most effective option on the market for dissolving dirty gases and particles that are released via your truck’s diesel exhaust. Though the technology has been around for decades, in 2010, SCR systems became a national requirement for all new diesel models.
For SCR to work, a single liquid-reductant agent is necessary: Diesel exhaust fluid. DEF, a combination of synthetic, vehicle-grade urea and de-ionized water, is injected into your truck’s exhaust stream. Here, it breaks down harmful emissions into non-hazardous nitrogen and water, reducing emissions by up to 90%.
How DEF impacts your fleet
If you are new to SCR and DEF vehicles, you probably have questions: How often will I have to refill the DEF? Where can I find DEF near me? What is the price of DEF?
Here are three quick-and-easy answers to your top three DEF questions:
1. 2.5 gallons of DEF will last approximately 800 miles on the road. All new vehicles are equipped with gauges and/or lights to alert you when DEF is low. If DEF is not replaced, an emergency light will be triggered, and engine speed will be reduced to as little as five miles per hour.
2. Finding the liquid in the DFW area is simple: DEF is available at the pump at Ricochet Fuel’s Euless location, seven days a week, 24 hours a day. In addition, Ricochet Fuel offers 2.5 gallon jugs, 55 gallon drums and 330 gallon totes, and for even larger jobs, loaned bulk tanks with electric dispensers.
DEF is nontoxic. That means that once you have the liquid on hand, you, or any of your fleet’s drivers, can readily replace DEF, as needed. No time to stop? Ricochet Fuel offers wet hosing services to keep your team moving when it counts.
3. Price varies on the quality and quantity of DEF you need to cover your fleet. Ricochet Fuel today to learn more about pricing options.
Diesel exhaust fluid tips
- If you are storing containers of DEF, for maximum shelf life, keep temperatures between 40 and 80 degrees. With proper storage, DEF can last for up to two years.
- Don’t worry about extreme heat or cold. DEF will not freeze in your vehicle and won’t dissolve in heat unless exposed to extreme heat for years in a row.
- Find a source you trust. Just like any type of fuel, DEF has clear industry requirements. As the number of vehicles requiring DEF continues to grow, unlicensed sellers will continue to try to skirt regulations. Don’t be hoaxed by market-cutting low prices. Instead, buy DEF that’s safe and effective.
Your source for DEF
For all your DEF needs in the Dallas-Fort Worth area, Ricochet Fuel offers pumps, nozzles, meters and more, as well as convenient pick-up and delivery options.
With 30 years of providing fuel solutions for companies nationwide, Ricochet Fuel is your top-rated fuel distribution company for DEF. For more information, contact Ricochet Fuel today .