Propel Fuels

About Propel Fuels

Founded in 2004 by biodiesel enthusiasts, Propel Fuels, Inc. operates as a retail network providing access to low-carbon fuels. The company was established by Rob Elam, whose background in cultural anthropology and early work in the corporate and tech sectors shaped his mission to make cleaner fuels more accessible. Initially launching its first public biodiesel station in Seattle, the company strategically relocated its headquarters to California in 2008 to leverage the state's progressive Low Carbon Fuel Standard (LCFS).

Propel's business model centers on establishing its renewable fuel infrastructure at existing petroleum stations, a concept called the "Clean Fuel Point" business model. This approach creates a new revenue stream for station owners and expands the availability of alternative fuels for consumers. The company targets both individual drivers and commercial fleets, including clients like the United States Postal Service and the California Department of Transportation. Revenue is generated through the retail sale of its specialized fuels and is supplemented by volume-based rebates for its fleet card users.

The company's primary products are Flex Fuel E85 and Diesel HPR (High Performance Renewable). Flex Fuel E85, composed of 85% ethanol, offers a higher octane rating (100-105) than premium gasoline, which can enhance vehicle horsepower and acceleration. Diesel HPR is a renewable diesel refined from recycled fats and oils that meets the ASTM D-975 specification, making it compatible with any diesel engine without modification. It offers a higher cetane rating than conventional diesel, leading to improved power and more efficient combustion. A key differentiator is Propel's CleanDrive® platform, a patented system that allows customers to track their personal carbon emission reductions, a feature that also provides the company with valuable data analytics.

Significant milestones for Propel include being named to the Inc. 500 list of fastest-growing private companies and receiving a design award from AIA Seattle for its innovative station design. The company has also engaged in notable partnerships, including a trial with Solazyme to offer the world's first algae-based fuel to consumers. In 2022, Propel initiated legal action against Phillips 66 for alleged trade secret misappropriation, resulting in a significant jury award in Propel's favor in 2024 and additional damages in 2025.