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In This Issue
Greenbriar Acquires PetroChoice
Calumet Launches SuperCal Motor Oil
Make and Offer
Base Oil Prices

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JobbersWorld Archives

January 17, 2012

JOBBERSWORLD...MARKET INTELLIGENCE FOR INTELLIGENT MARKETERS...  The First and Only Independent Newsletter to Focus on Lubricant Distributors.


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Greenbriar Acquires PetroChoice   

Greenbriar Equity Group LLC today announced the acquisition of PetroChoice. PetroChoice is a leading, value-added distributor of petroleum lubricant solutions. Greenbriar acquired the Company from KRG Capital Partners.  Terms of the transaction were not disclosed.  


Headquartered in Riddlesburg, Pennsylvania, PetroChoice is a leading distributor of lubricants in the Mid-Atlantic and Upper Midwest regions of the United States.   In addition to lubricants, PetroChoice offers its customers value-added services including customer on-site tank systems, in-plant and off-loading filtration, application engineering expertise, coolant program expertise and expert oil analysis.  


PetroChoice is actively pursuing organic growth opportunities as well as acquisitions with a focus on partnering with best-in-class lubricant distributors to expand its geographic footprint and service offerings to its customers.


"Over the past four years, the PetroChoice management team has done a terrific job executing our collective strategic vision and directing substantial growth of the Company," said Stew Fisher, a Managing Director at KRG Capital Partners.  "PetroChoice is well positioned to continue to drive growth through its broad product line, leading customer service offering and multi-regional footprint.  We would like to extend our thanks to all the PetroChoice employees and wish them the best in their new partnership with Greenbriar."

"PetroChoice has grown significantly under the leadership of KRG Capital Partners. We look forward to continuing this trajectory by now partnering with Greenbriar Equity Group," stated Shane O'Kelly, Chief Executive Officer of PetroChoice.  "Greenbriar's successful track record of building businesses, and its distribution and logistics expertise make it a terrific partner for PetroChoice going forward."


"We are very impressed with the quality and depth of experience of PetroChoice's senior management team and the leadership position the business has built in the lubricants supply chain," stated Jill Raker, Managing Director of Greenbriar Equity Group. "We look forward to supporting management's efforts to grow the business both organically and through strategic acquisitions and are confident that our financial and operational resources will be a great match with the experience and commercial success of this management team."


About Greenbriar Equity Group LLC: Greenbriar is a private equity firm with $1.5 billion of committed capital, focuses exclusively on the global transportation industry and transportation related manufacturing, including companies in freight and passenger transport, aerospace and defense, automotive, logistics and distribution, and related sectors. Greenbriar invests with proven management teams who are interested in being significant equity owners in their companies as well as with corporate partners who are interested in raising capital. Greenbriar's partners bring many decades of experience at the highest levels within the transportation industry. Additional information may be found at



Calumet Specialty Products Partners
Announce the Introduction of SuperCal Motor Oil  





Calumet Specialty Products Partners, refiner of specialty hydrocarbon products, recently announced the introduction of their SuperCal line of high quality motor oil and lubricant products. Calumet's primary focus with SuperCal is to deliver high quality, high performance lubricants that address a range of customer needs in today's market.


Eddie Ortega, Sales Manager with Calumet, says, "To complement our latest generation lubricants portfolio, Calumet is introducing its SuperCal Classic line of lubricants, formulated with advanced additive technology, ZDDP and other boosters, to protect older engines." In particular, Ortega says, "the SuperCal Classic portfolio is formulated to deliver maximum protection to classic cars, muscle cars, and high performance engines."  


This proprietary formula creates a sacrificial layer of protection on critical engine hot spots, in particular flat-tappet and roller camshafts found in older generation engines. The SuperCal portfolio delivers a high level of cleaning power to prevent the build-up of soot, thereby reducing wear and improving fuel economy.


Calumet has become increasingly aware of the need and opportunity for competition in the marketplace. With eyes on the larger domestic market, Calumet is ready to initially focus on and work with under serviced markets that include:


  • Passenger Car and Light Truck Market
  • Antique Car, Classic Car and Muscle Car Enthusiasts
  • Heavy Duty Market


SuperCal is available in several popular multi-viscosity grades for gas and diesel engines. For more information visit 



Make an Offer! LubeXChange Posts Close to $5 Million in Surplus Products
Since its launch on November 23, 2011, LubeXChange announced close to $5 Million in new lubricant, petroleum equipment, automotive chemical and Diesel Exhaust Fluid (DEF) product listings from sellers across the U.S.


For those not familiar with, it is an innovative company that blends the best of e-commerce and traditional sales to connect buyers and sellers in the lubricants market. The company serves the petroleum industry by turning excess inventory into cash and providing discounted purchases on regular sales.  

In an effort to move its exploding inventory of lubricants and allied products, LubeXChange is excited to announce the addition of a "Make and Offer" option to its e-commerce system. This option provides certified buyers with an opportunity to submit an offer price for a posted listing. Once submitted, LubeXChange's sales team goes to work on establishing a transaction price that meets the requirements of both the buyer and seller.

According to Paul Pfauser, Managing Director for LubeXChange, "Our primary objectives are to move excess inventory within the market and to deliver discounted purchases. Our new Make an Offer program is designed to enhance both efforts. Our team's goal is to deliver that 'great purchase' for our buying partners while satisfying the needs of our sellers, creating a win-win with each transaction".

By handling all financial and transportation requirements, LubeXChange anonymously unites purchasers with suppliers throughout the U.S. Buyers can now also anonymously post Wanted Listings across a secure, nationwide network for multi-branded Certified Products at discounted rates.

Visit LubeXChange and Make an Offer.

About LubeXChange
LubeXChange independently serves the lubricants industry by connecting buyers and sellers to move dead or surplus inventory at discounted prices. For more information, please visit

Base Oil Price 

Considering the trajectory of base oil prices from 2011 to 2012, one would have expected the price of mid-vis Group II base oils to be at nearly $5.00 a gallon on this date, as illustrated below. But the fact is spot prices fall close to $0.40 a gallon short of that mark. According to those JobbersWorld speaks with, there are two primary reasons why base oil prices appear to be softer than expected. The first is relative stability in the price of crude oil. When this is taken together with soft demand for lubricants in the US market, it's a tough sell to push up the price of base oils. In turn, it's also a tough time to push through finished lubricant price increases.


Let us know what you think... Are we looking at a retreat in base oil and finished lubricant pricing, or is this just the calm before the storm of the first round of price price increases in 2012?



Contact us at





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Grade A Petroleum, a leading lubricant distributor in the Greater New York Metropolitan area, is seeking experienced and talented lubricant salespeople to join our team to market several major brands, including BP/Castrol and Conoco/76/Kendall.  Applicants must be skilled in sales to both HDEO and PCEO market segments and willing and able to aggressively develop sales in lower New England, Northern NJ, New York City & Long Island.  Position includes a base salary, benefits, commission & performance spiffs.   


Please send resumes to,


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