After more than a half-century in the Cayman Islands, the last vestiges of the Texaco brand will disappear early this month, replaced by the Rubis brand. Rubis Cayman Country Representative Greg Campeau told The Journal what the rebranding would mean to customers in Cayman.
In 2011, Rubis, a France-based fuel and lubricant company, started purchasing fuel distribution assets owned by Chevron in the Eastern Caribbean and Central America regions. A year later, Rubis bought more of Chevron’s assets in the Caribbean, including those owned in the Cayman Islands.
Chevron, which had merged with Texaco in 2000, continued operating in Cayman under the Texaco brand, which first arrived on the island as an aviation fuel provider way back in 1956. After rebranding its aviation fuel operations at Owen Roberts and Charles Kirkconnell international airports in 2012, Rubis recently began a rebranding process of its filling stations in the Cayman Islands that would see them all take on the name of their parent company.
Greg Campeau, Rubis Cayman country representative, says the rebranding not only firmly signals the change in ownership, but it also signals a new era of quality standards and service levels that are adaptable to the local market conditions.
“It is important for the consumer to realize that a significant transaction has taken place in the community,” he says. “Rubis is an entirely new company, operating with new business ideals and priorities.”
Once the rebranding of all of Rubis’s nine filling stations on Grand Cayman, two on Cayman Brac and one on Little Cayman is complete, Rubis will host a corporate launch event to mark and celebrate its transition into the Cayman Islands.
“Alongside our Cayman Islands’ team and retail station owners, Rubis will formally introduce ourselves and boldly state our long-term commitment to this community,” Campeau said.
In addition to gasoline and aviation fuel, Rubis also provides Total brand lubricants in Cayman. In Europe and the Eastern Caribbean, Rubis is a key distributor of Liquid Petroleum Gas.
Rubis was founded in 1990 in an era when innovation and an entrepreneurial approach to business were seen as more important than tradition. Although the company is young enough to think innovatively, it’s old enough to have established a two-decade track record of successes in Europe, Africa, and now the Caribbean.
Campeau says Rubis’s commitment to quality starts with its approach to staff and filling station owners.
“Our goal is to instill our staff and stakeholders with confidence in our products and a high commitment to service,” he says. “Ensuring the confidence and cooperation with Rubis stakeholders will create a positive atmosphere where their confidence will carry into the consumer market.”
Such paradigm shifts in customers take some time, Campeau says. “Only by working consistently and cooperatively with the community will we be able to prove our dedication to the Cayman Islands.”
In recent months on Grand Cayman, a perceived issue of fuel quality has come up. Campeau said that in response, Rubis proactively asked the Cayman Islands Government’s Petroleum Inspectorate to analyze the company’s fuel.
“We cooperated fully with the Inspectorate’s sampling and analysis,” he said. “In mid-September, Rubis received government confirmation that our fuel complies with industry standards and is suitable for use in the Cayman Islands market.”
To ensure quality control throughout the distribution chain, Campeau said Rubis has implemented rigorous quality controls, testing, and filtration at four different stages – at the tank farm, during tank-to-truck transfer, within the truck, and at the service stations’ fuel tanks.
“Rubis’s current quality control and testing standards exceed those of fuel companies and petroleum inspectorates around the world,” he said.
Every market Rubis operates in has its own nuances. Cayman is no different, and Rubis adjusts its approach to suit the local market, Campeau said. “The Cayman Islands represents a sophisticated consumer market with an extremely high standard of living,” he said “There are a wide variety of vehicles operating, from economy vehicles to luxury exotics, from vehicles saved from salvage to restored antiques.”
Campeau said Rubis will continue working to find unique solutions to Cayman’s market challenges. “Those solutions might only work in Cayman, but that approach is a cornerstone of the Rubis mentality – to look at unique market conditions and apply viable entrepreneurial solutions that may have been overlooked in the past.”
In addition to having an open and responsive corporate culture and structure whereby Cayman’s operations retain an element of autonomy from Rubis Caribbean, Campeau said another benefit of working for the company is its employee training and development programs.
As is the case with many company acquisitions, Campeau said there would be some restructuring of human resources within Rubis in Cayman.
“The opportunities within Rubis Cayman Islands Ltd., however, are centered on the growth and expansion of our existing Cayman-based team,” he said. “The decentralized nature of Rubis Caribbean has and will continue to generate new opportunities for employment within the local market.”
Campeau says Rubis intends to support the wider Cayman Islands community as well.
“An imperative element of Rubis’s corporate philosophy is that we support social and charitable organizations in all our markets,” he said. “As a business, three main causes have been at the core of our approach to corporate responsibility: education, health and youth. Here in the Cayman Islands, we have identified several potential organizations to support in their mission of enhancing and improving the lives of people in the Cayman Islands, and we look forward making formal commitments to them over the next few months.”
Alan Markoff is affiliated with AtWater Consultants, which represents Rubis.