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Ascona boss gives his views on rising petrol and diesel prices

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DARREN BRIGGS, the Managing Director of Ascona Group has today taken to social media to express his personal views to the recent rise in oil prices.

Darren founded Ascona Group in 2011 in Pembrokeshire. He began his career in the industry with roles at Elf Oil UK Limited and Total UK Limited, before founding BigOil.net in2004, which he sold to the PRA in 2008. He is probably the best person in Wales to ask about fuel prices.

My personal response and views to rising fuel prices

The heightened geo-political tensions resulting from Russia’s invasion of Ukraine, and the package of economic sanctions imposed by the West in response, mean that we are seeing unprecedented increases in prices for crude oil and of course refined petroleum products (petrol, diesel and the like).

Russia is the second biggest oil producer in the world and the third biggest producer in terms of refined products. Almost 20% of the UK’s diesel is imported from Russia*

The question I get asked a lot is “why the big difference of fuel pricing between your sites and the supermarkets?”

The honest answer is that, ultimately, we will always attempt to be as competitive as commercially possible and sometimes we will retail fuel at zero or very little profit margin to remain competitive in a particularly price sensitive area. The Pembroke Dock and Pembroke area is a prime example (with competition from both Asda and Tesco). Note – Asda is an unmanned site, therefore no staffing costs!

Unfortunately for an independent business like Ascona, the supermarkets have an unfair commercial advantage.

Having worked in this sector for over 25 years, (I now feel old!) here is my insider knowledge:

The supermarkets buy their petrol and diesel on a previous (up to) a 3 weekly ‘lag’. What does this mean?

In simple terms, the fuel they sell today is based on the cost price 3 weeks ago. So when the cost prices sky rocket (as they have in the last 2 weeks), the supermarkets are still buying fuel at a substantially lower price than independent fuel retailers.


So how do independent fuel retailers buy petrol and diesel?

Most fuel supply contracts in the independent market usually last for between 3 or 5 years, and are linked to the Platts commodity price assessment for North West Europe (refined products for petrol and diesel). These products are traded in $ per tonne and then converted into pence per litre using density factors and the exchange rate between sterling and the dollar. There are other elements such as bio fuels, ethanol and others, but let’s try and keep this as simple as possible!


Is there a big pricing lag for independent retailers?

Sadly, no! We do not enjoy a 3 weekly lag that supermarkets do. However, we do have the choice between a weekly lag or a previous day market on close price.
In a very volatile market (like now) the weekly lag offers some protection or comfort in a rapidly increasing market, but if any particular forecourt or business has a high volume of sales, this is short lived.
When prices are volatile and increasing on a daily basis, having fuel delivered from your supplying oil company based on a previous day market on close price means that it is extremely difficult to remain competitive. In fact, it is impossible. If you take the average of last weeks prices, petrol and diesel have risen by over 7 and 12 pence per litre respectively. A forecourt operating on a previous day price would have to pass on these huge cost increases immediately. Not doing so would be commercial suicide, but this leads to big price differences at the pole sign!
It should be noted that all Shell branded dealer sites across the UK operate on a previous day market on close price. I estimate over a third of dealers operate on a previous day market on close price.

Ultimately, ours is a very tough industry to be in. Forecourts have to rely on retail shop sales and other associated retail services to remain competitive and to make a net profit.

Taking into account the increases in energy costs and minimum wage increases this year, the average petrol forecourt in the UK costs over £20,000 a month to run. Fuel volumes are still around 90% of pre-covid levels and fuel margins remain between 5 and 9 pence per litre depending on price sensitivity of the local area, since Covid.

However, the fuel margins in the coming weeks will inevitably reduce as we try and remain as competitive as possible within the UK retail fuel market. There will be significant price differences in pole sign prices.

I will leave you with a final thought …

Whilst the mainstream media is bemoaning fuel retailers for increasing prices at the pole signs, international wholesale markets are in fact driving global change for reasons identified at the beginning of my post.

The UK, in fact, probably has cheapest petrol and diesel in Europe when you deduct motor fuel duty and VAT. But of course someone has to pay for furlough?

*source – Goldman Sachs strategic review February 2022.

 

Business

Rosemarket Dawn Till Dusk golf club 18-hole plans lodged

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A CALL to extend a long-established Pembrokeshire golf club, bringing it up to a full 18 holes, has been submitted to county planners.

In the application, Mr and Mrs Young, through agent Preseli Planning Ltd, seek a change of use of land adjoining the Dawn Till Dusk Golf Club, Furze Hill Farm, Bastleford Road, Rosemarket, to form an extension to the existing golf course, along with landscaping and associated works.

A supporting statement through the agent says: “The application seeks full planning permission for the enlargement of the existing golf course to provide an additional six holes, to provide a total of 18 holes.

“The proposal would involve minor landscaping works to the fields and boundaries and the creation of a small number of ponds and bunkers. The extension would be located on land to the west of Furze Hill Farm and on the opposite side of the road to the existing golf course and clubhouse.

“An altered access to the land parcel is proposed as part of this application, which would provide an improved route for users crossing the public highway to avoid conflict with movements at the main entrance.

“The application site exceeds 1ha and therefore the proposal is considered major development necessitating a Pre-Application Consultation prior to formally submitting the planning application to the Local Planning Authority.”

It adds: “The existing golf course has operated in excess of 30 years and is popular with both visitors and locals. Club membership currently stands at approximately 350 and there is demand for enhancing the provisions of the course.

“The applicants’ sons have recently increased their involvement in the enterprise and in recent years wet winter months have necessitated the closure of the course, or parts of it, due to the ground becoming waterlogged, primarily due to the flat nature of the existing course.

“The extension would provide variation to the terrain, providing, dryer conditions, as well as the ability to alternate between the existing and proposed to maintain use, enhancing the viability of the enterprise.”

The application will be considered by Pembrokeshire County Council planners at a later date.

 

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Business

Plans to rebuild arson hit building at farm with one of largest sheep flocks in Wales

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A CALL to rebuild a fire-damaged Pembrokeshire farm building, as a family home to help manage one of the largest sheep flocks in Wales, has been submitted to the national park.

In the application to Pembrokeshire Coast National Park, D B Davies and Sons through agent Harries Planning Design Management, with a supporting statement by Reading Agricultural Consultants Ltd, seek permission to renovate an existing fire-damaged dwelling, together with the conversion and extension of outbuildings to form an agricultural worker’s dwelling at Mynydd Du, Rosebush.

The supporting statement through Reading Agricultural Consultants Ltd says Mynydd Du is part of a wider holding which includes Eisteddfa Fawr and land around the village of Brynberian, the farms approximately six km apart, with land under control of the applicant amounting to some 1,500 acres, with a further 3,000 acres of Preseli mountain common land also used; the land accommodating a 5,000-ewe flock with 10 suckler cows and followers.

It says DB Davies & Sons Unlimited, has five partners: the two Davies brothers, Berian and Ken; their wives; and Berian’s son, Dyfed.

Berian and Ken are in their late 70s, with most of the heavy work on the farm is undertaken by Dyfed.

Dyfed and his wife Megan are first language Welsh speakers, living some 10 km away in Nevern, while Berian and Ken, and their wives, live at Eisteddfa Fawr, Brynberian.

The dwelling at Mynydd Du, where most sheep are now wintered, is structurally sound and repairable but has been unoccupied since 1990, and was subject to arson circa 2013, the statement says.

It says Dyfed works full-time on the farm, alone with increasing frequency as the older business members are above retirement age, working “long hours out of necessity to undertake all the work associated with one of the largest flocks of sheep in Wales”.

“His working hours are extended further due to the fact that he lives remote (6kms) from the main block of land at Tyllosg, where Mynydd Du is situated in the centre of the farm. Travelling back and forth several times each day during lambing and other times during poor weather, to check on flock welfare is an arduous task and can be dangerous, particularly if driving when tired during inclement conditions.”

The statement adds: “The application seeks permission to repair the fire damaged dwelling at Mynydd Du and bring it back to serve a useful purpose to enable Dyfed to closely monitor the ewes, not only at lambing, but throughout the year when the flock is grazing on the adjacent common land.

“It will also enable Dyfed to be with his partner and young child on a more regular basis than simply at the end of a long day when he is away from their current home, tending the sheep at Mynydd Du.”

The application will be considered by park planners at a later date.

 

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Business

Herald expands sales team as Milford Haven growth drives demand

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THE PEMBROKEHIRE HERALD is launching a recruitment drive to bring in two new sales executives as the newspaper continues to grow its commercial operations across the county.

The move comes as the Herald strengthens its position as the leading independent news platform in West Wales, with increasing demand from local businesses looking to advertise both in print and online.

The expansion is being driven in part by the rapid growth of Milford Haven and the wider energy sector, with major investment in green energy projects, port activity and associated industries creating new opportunities for local businesses.

As the area continues to develop as a key energy hub, more companies are seeking to reach customers, partners and the wider community through trusted local media.

The successful candidates will work directly with Pembrokeshire businesses, helping them promote their services to a growing audience through the Herald’s expanding digital reach and established print readership.

Editor Tom Sinclair said the recruitment reflects both the changing local economy and the Herald’s increasing audience.

He said: “Milford Haven is expanding rapidly, particularly with new energy and green projects coming forward, and that’s creating real opportunities for local businesses.

“At the same time, our audience continues to grow across both our website and social media platforms, meaning we can now offer advertisers a much bigger and more effective platform than ever before.”

The new roles will focus on building relationships with local firms, developing advertising campaigns, and identifying new opportunities across sectors including tourism, retail, trades, energy and professional services.

The Herald has continued to invest in its digital platforms, including Herald.Wales, alongside its well-established print edition, offering advertisers a multi-platform approach to reaching customers.

The recruitment drive also comes at a time when many local businesses are looking for cost-effective ways to promote themselves amid ongoing economic pressures.

Mr Sinclair added: “Local advertising matters. When businesses advertise locally, that money stays in the local economy. It helps create jobs, supports families and helps communities grow alongside the businesses within them.”

The roles are expected to appeal to motivated, target-driven individuals with strong communication skills and an interest in media, sales or marketing.

Both positions are based in Pembrokeshire, with opportunities for training and career progression within the Herald’s growing media group.

Anyone interested in applying is encouraged to email [email protected] with a CV and covering letter before Tuesday (Apr 1, 2026).

 

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