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Bigger & Better Reconstruction for Vadim in Scarborough. New Stouffville site for Tanveer.

November, 2007




t’s been a busy summer and fall across Southern Ontario, with ongoing building and renovation at sites in several communities. It’s meant new pumps coming online in Scarborough and Stouffville with others in progress now.

Site 167 at 7445 Kingston Road in Scarborough. Retailer Vadim Lunev. “Dramatically different is the only way to describe it!” says District Manager Ray Angrove proudly of the total reconstruction of this site on busy Kingston Road. The previous full-serve site with no retail store was totally overhauled. The process certainly wasn’t quick, however, adds Ray. A challenging two-year permit process, waiting through icy winter weather before reconstruction could begin, and dealing with nearby bridge construction were just some of the hurdles to overcome.

With the dust settled, Site 167 looks totally different than it once did. This show-stopping site now boasts new self-serve pumps under a new canopy, including an express pay-at-pump lane. The showpiece of the reconstruction is the large and bright Snack Express store with walk-up Country Style coffee bar. Retailer Vadim Lunev, who had operated the site prior to its ‘extreme makeover’, now welcomes back customers to a totally new and much more convenient Pioneer experience.

In the photo montage above: What a difference! “Before & After” at Site 167 in Scarborough. Retailer Vadim Lunev now welcomes his customers to a big, bright Snack Express and greatly expanded pumps. Inset photo at left shows sleek new pay-at-pump face. Above, Vice President of Retail Operations Guy Desrochers admires the new Snack Express store.

Site 263 at 15641 Hwy. 48 in Stouffville. Retailer Tanveer Muneer. This Stouffville location – a new site for Pioneer – is also the new home for Retailer Tanveer Muneer, who had operated former Site 214 on Thickson Road in Whitby until its closure in August of 2006.

Tanveer’s new Stouffville site includes new selfserve Pioneer pumps and canopy, giving it much better roadside appeal and capacity. “We were happy to be able to find a new site for Tanveer!” notes District Manager Ray Angrove.

Retailer Tanveer Muneer’s new Site 263, at 15641 Hwy. 48 in Stouffville, involved an overhaul of an existing site, including installation of new Pioneer canopy and pumps.

Retailer ExPress

November, 2007

New Faces!

September District Managers’ Retreat

Welcome to our Pioneer Family!

Hayfa Ali Data Control

Hayfa is a new face at Head Office, but is no newcomer to the Pioneer Family. Hayfa joined our Head Office Data Control team in September, coming from Site 92 in Burlington. Great to have you here, Hayfa!

Mike Ibrahim Retail POS Support

Mike came to Head Office in August, joining our Retail POS Support Group, with site experience as Assistant Manager with both Pioneer and Sunoco, as well as experience in customer IT support. Mike is the son of Windsor Site 225 Retailer Kamil Ibrahim. Welcome, Mike!

Kirk Melville

District Manager Owned/ Leased Locations, Winnipeg

Kirk joined Pioneer this September, after working in the industry for 20 years, to oversee operation of Pioneer’s Esso-branded locations in Winnipeg. Of nine sites in progress, five are transitioned now with more coming soon. Kirk spent time training with District Manager John Evans at his Northern Ontario sites, and he joined his colleagues at our September DM retreat.

Mike Schmidt

District Manager – Esso RBD Sites, Manitoba

Mike takes on the role as DM for our Manitoba Esso RBD sites. Coming to Pioneer with over 20 years of experience in Dealer development in Western Canada, Mike worked closely with Luc Ouimet in his transition. Luc has elected to move back to Ontario with his family, accepting a position with Caisse Populaire in the Sudbury area. Curtis Palidwor will stay on as DM for our Pioneer-branded Winnipeg location, along with handling some RBD accounts and assisting Mike in our Manitoba Esso RBD business. Mike also joined fellow DMs at September’s retreat in Niagara-on-the-Lake.

September 27 saw key members of Pioneer’s Executive Team and our District Managers (DMs) converge on the meeting rooms and racquet courts of the White Oaks Conference Resort in Niagara-on-the-Lake for a strategic retreat. The group was introduced to Pioneer’s newest DMs – Kirk Melville and Mike Schmidt (see New Faces story at left) – they reviewed 2007 successes and financial progress, covered the results of this summer’s Executive Planning Retreat (see below) and discussed other upcoming initiatives. Oh ... and they also played a few ferocious games of “Wallyball” – volleyball on a racquetball court. With no one requiring any serious medical attention, the players still had the energy to pose for a group shot. Guy Desrochers, Vice President of Retail Operations, tells us that Pioneer’s Wallyball Policy Manual is still in the draft stages. DM Darren McLachlan (above-right holding official Pioneer wallyball) who is rumoured to be turning pro, could not be reached for comment. Present at the retreat, but missing from photos, were District Managers Mike Spolarich, Andy Landry and Paul Morin.

Review | Assess | Focus | Forecast | Prioritize | Plan| Achieve!

Executive Team Summer Retreat

Pioneer’s Executive Team met in July to review 2007 progress and to establish key strategic initiatives for 2008. The strategic focus for 2008 is on continued enhancement of the eBB program, improved ancillary contributions from convenience and car wash operations, finalization/implementation of our tobacco “Dark Market” solution and the migration of our training programs to an on-line/interactive platform.

Hot Cars and a Hot Summer of Community Support! CorVette FeVer in Port Dover

Pioneer was ALL over June’s smokin’ hot CorVette FeVer car show in Port Dover, Ontario, with newspaper and TV coverage, Pioneer license plates on the hottest ‘vettes’ and the Pioneer People’s Choice Award. Special thanks to Buck Fraser and the Corvette Clubs of Stoney Creek for their continued involvement in our special events and Head Office Christmas fundraising efforts! Thanks Buck!

Hanover’s Sights & Sounds Car Show

Hanover Retailer Rick Barrie’s Site 241 rocked at the 2007 Sights & Sounds Car Show on July 28. Hot cars weren’t the only attraction as the Red Rain Energy Drink Girls took over Rick’s site and stopped traffic as they promoted their popular Red Rain beverage. Many more great photos online at under Past Events. WOW!

Retailer ExPress

Pioneer on the air with exciting new Canadian Sportfishing sponsorship


his November marks the start of the twenty-second season for Canadian Sportfishing – TSN’s popular fishing program seen across the country. Hosted by Italo Labignan since the show first aired, Canadian Sportfishing covers the sport of angling with segments for amateurs, pros and families.

Pioneer supports Duke of Edinburgh Award Programme Kenya Expedition

July 2007, sixteen enthusiastic youth “andInthree highly qualified leaders took on the Above: Canadian Sportfishing host Italo Labignan on the air with Pioneer gear in an upcoming episode. Below: Second-place winner of recent Italo’s Ultimate Fishing Adventure contest Scott Dean received a Canadian Sportfishing jacket and gold ring from Pioneer Director of Marketing Geoff Hogarth, left, and host Italo at Pioneer’s head office in October.

Pioneer’s sponsorship of Canadian Sportfishing, which began this spring with Italo’s Ultimate Fishing Adventure Electronic Bonus Bucks contest, will now include Pioneer in this season’s television episodes.

“You’ll see our program host Italo wearing some Pioneer apparel this season,” says Paul Lord, Marketing Director of Canadian Sportfishing Productions Inc., producers of the program. “Pioneer will also sponsor some of our show’s Tips of the Week, and there will be other crosss-media elements involved. It’s a great partnership, and it will certainly introduce the Pioneer brand to a nationwide audience,” he adds. Italo Labignan visited Pioneer’s Head


November, 2007

Office recently, to help Director of Marketing Geoff Hogarth award Pioneer Hamilton-area customer Scott Dean the second prize in Italo’s Ultimate Fishing Adventure contest. The contest’s grand prize winner will be announced at the upcoming Toronto Sportsmen Show, at the Eagle Lake Island Lodge Booth, in March, 2008. Visit the new Canadian Sportfishing website at

OFAH support promotes local conservation work across Ontario

ioneer is adding its support to the OFAH – the Ontario Federation of Anglers and Hunters – one of Canada’s leading conservation organizations. With a membership of outdoor enthusiasts across the province, the non-profit OFAH has been saving and improving natural habitat since 1928. Wetland and stream restoration, fish and wildlife population studies and community-based environmental education including youth programs are just a few of the OFAH’s priorities. The organization also publishes the popular Ontario Out of Doors magazine. As a new OFAH sponsor, we’re proud to help support the OFAH’s conservation and environmental awareness efforts! Learn more about the OFAH, its community-based environmental initiatives and how to become a member at

adventure of a lifetime. Under the banner of the Duke of Edinburgh’s Award (DEA) Young Canadians Challenge, we travelled to Kenya in an effort to become global citizens with a widened perspective.

One week of our trip was spent at Riandira Primary School in Sagana, a village 90km north of Nairobi. Team members had the chance to teach various topics to students. We built and stocked a library for the school – a first in the district. In addition to supporting the team financially, Pioneer Petroleums donated lunch bags that were given to students.

DEA Kenya 2007 Expedition adventurers and Kenyan friends celebrate their achievements.

Another aspect of our trip, a six-day trek up Mt. Kenya, was one of the most profound experiences we have undertaken. Pioneer supplied a flag that was unfurled at the summit. The challenges overcome on this expedition make the words that hang in the new Riandira Primary School library so fitting: “There is more in you than you think” (Kurt Hahn).

We thank Pioneer Petroleums for their support in our endeavours!

Rolina van Gaalen & Matthijs van Gaalen, Award participants

YMCA Golf Tournament

Pioneer participated as a major sponsor of the annual Greater-Hamilton/ Burlington YMCA Golf Tournament at the Century Pines Golf Club on September 12. The tournament raises both funds and awareness for the Greater-Hamilton/Burlington YMCA’s 2007 Strong Kids Campaign. This year saw an amazing $62,000 raised. Congratulations to all involved!

Retailer ExPress

Post this page for your team!

November, 2007

An even brighter Christmas Tree of Hope!


his year’s CHML Y108 Christmas Tree of Hope Campaign kicked off at Pioneer’s Site 1 at 859 Upper James St. in Hamilton as Pioneer announced an even greater level of support for this annual fundraising initiative.

Pioneer has been proud to be a part of the Christmas Tree of Hope Campaign since 1988, and this year we are increasing our involvement by becoming the campaign’s Official Donation Partner.

“In this important new role, from now until January 4, 2008, Pioneer locations in the Greater-Hamilton area will give the public an opportunity to donate directly to the Christmas Tree of Hope right at our sites,” said Pioneer Petroleums President and CEO Tim Hogarth. “100 per cent of donations go to support the CHML Y108 Children’s Fund.”

Launch of this year’s CHML Y108 Christmas Tree of Hope Campaign on November 5 at Pioneer Site 1, 859 Upper James St., Hamilton – chosen for the launch and announcement to reflect the company’s new and expanded role as Official Donation Partner this year. Pioneer President and CEO Tim Hogarth is the Honorary Chair of this year’s event. Above-left, Tim and Pioneer founder and Executive Chairman Murray Hogarth accept a $1,000 cheque from Pioneer customer Ian Craigie. Y108 on-air radio personalities Jodi Gaskell and Chris McLeod announced the campaign launch on Y108. Above-right, Tim and Murray were interviewed live by CHML’s Bob Bratina.

Pole signs, posters that show funds raised to-date and other materials are in Pioneer’s Hamilton-area sites now in support of the Campaign.

“We are extremely pleased to have Tim join us since Pioneer has been a huge supporter of our fundraising activities since 1980,” said Suzanne Carpenter, General Manager of Corus Radio Hamilton which operates AM900 CHML and Y108. “Pioneer’s goal is to raise over $22,000 this year in donations for the Tree of Hope,” added Tim. “We will be holding our annual One Cent per Litre Day for the campaign on Wednesday December 12.” Since 1988, Pioneer has raised over $122,000 to-date for local-area registered charities through the Christmas Tree of Hope Campaign.

Collectible Hamilton Bulldogs posters going fast!


his year Pioneer is proud to be a supporter of the American Hockey League Hamilton Bulldogs, 2007 Calder Cup Champions. To promote our partnership with this great team, we’re distributing limited-edition 2007/2008 Official Team Poster Calendars through GreaterHamilton area sites – but only until December 31 or while supplies last! A November 2 Poster Night at the Dogs’ home ice Copps Coliseum was a big hit, and fans this year will rally to a new Pioneer Performance Team at Bulldogs’ home games. Info, tickets, fanzone and kidzone at

Pioneer presents OUA’s 100th Yates Cup


aturday, November 10 saw a historic clash of Ontario’s university football titans at the 100th awarding of Ontario University Athletics’ (OUA’s) Yates Cup. Hosts University of Guelph Gryphons and rivals The University of Western Ontario Mustangs played at Guelph’s Alumni Stadium before a packed crowd of 8,500 fans.

For a record 27th time, Western Mustangs took the cup with a score of 34-21 over the Gryphons. Pioneer President and CEO Tim Hogarth was on hand representing Pioneer as Presenting Sponsor of the game, and presented the cup to the victorious Mustangs. Pioneer President & CEO Pioneer-sponsored Yates Cup Greatest Moments online at Tim Hogarth and Yates Cup MVP Mike Faulds. The Retailer ExPress. November, 2007 edition.

A publication for Pioneer Retailers and Head Office employees. Editor: Geoff Hogarth Assistant Editors: Oksana Hill Kim Hoang

Tel: (905) 639-2060

Fax: (905) 639-2490

© 2007 Pioneer Petroleums. All rights reserved.


Reconstruction for Vadim in Scarborough. New Stouffville site for Tanveer. Site 167 at 7445 Kingston Road in Scarborough. Retailer Vadim Lun...

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