Craggs Energy and Moorland Fuels Unite Under North Star Brand
Sister employee-owned companies Craggs Energy and Moorland Fuels have unveiled a bold, new, unified North Star brand reinforcing their roots in the communities of Yorkshire and the North West, and Devon and Cornwall respectively.
Embodied in the joint new company strapline ‘What Matters to You, Matters to us’, the rebrand sees the introduction of a new look for both businesses’ fleets of tankers and websites, and a fresh new, unified corporate manifesto detailing their joint commitment to playing a part in their regional communities, serving these with responsibility and integrity.
It also sees the launch of a new ‘giving back scheme’, where 25 pence will be donated to Age UK Calderdale and Kirklees, and to Age UK Devon, for every delivery made through to the end of June 2025. With many hundreds of deliveries made each month Craggs Energy, and Moorland Fuels, aim to raise much needed money for the charity in the North of England, and the South West, making good on their commitment to bring positive benefit to the communities that they serve.
Rachel Horner, Chief Executive Age UK Calderdale & Kirklees, commented on the news, saying: “It’s great to have Craggs Energy as our latest charity partner, particularly as they help so many older customers living in rural off-grid locations and villages throughout their respective regions. Now, every single one of their deliveries will generate vital funds for our work.”
Since becoming employee-owned in 2022, the businesses have focussed on introducing a series of new rewards and initiatives designed to enhance customer experience and loyalty, at the same time as supporting the communities in which they work.
This has included the introduction of cold weather priority schemes, ensuring that customers with medical conditions that make them susceptible to the cold, or those over the age of 75, receive priority deliveries of heating oil during cold-weather snaps.
Set up in partnership with the UK & Ireland Fuel Distributors Association (UKIFDA) the free service has helped hundreds of customers across Yorkshire, Lancashire, the North West, Devon and Cornwall stay safe and warm during the recent spells of cold and sub-zero weather.
Craggs Energy and Moorland Fuel also became the first fuel delivery companies in the UK to cut minimum orders of heating oil for pensioners from 500 litres to just 300 litres. This has helped customers affected by the removal of Winter Fuel Payments spread the cost of their heating oil into smaller instalments.
Most recently, the sister companies have launched the Cosy Heating Club, which gives monthly Direct Debit customers the chance to win 500 litres of heating oil every quarter, alongside a suite of other benefits.
Matthew Crockett, Group Managing Director, explains: “The rebranding of both Craggs Energy and Moorland Fuels signifies the unification of two strong regional brands with one purpose, one manifesto, a common commitment to our customers, and a unified North Star brand identity.
“Part of our long-term growth plan the rebrand aligns with our commitment to sustainability, the enhancement and innovation of services, and our connection with communities, supporting and strengthening the regions in which we operate.
“Supporting Age UK in Devon, and Calderdale and Kirklees, is a great fit for us in this sense. It gives our drivers and wider teams added incentive to make more fuel and heating oil deliveries. We hope that customers across Yorkshire, the North West, Devon and Cornwall will consider the benefit they could bring to others simply by ordering their heating oil or fuel through Craggs Energy.”
Matthew Crockett added: “For us, being employee owned is a passion and a commitment. As 100% employee-owned businesses, we’re big believers in people and working together towards a shared goal, which for us is embodied in our belief that we exist to fuel the heartbeat of our local communities.”
From March, customers will start to see the new brand identity appear on both the Craggs Energy and Moorland Fuels fleet of tankers and delivery vehicles, each featuring iconic scenes from Yorkshire, Lancashire and the North West, and Devon and Cornwall respectively.