Pembrokeshire garage company Ascona has hit the headlines yet again after being named Forecourt Trader of the Year for the West Country and Wales.

The award, which was made earlier this week to Green Garage in Pembroke, is ranked as one of the retail fuel industry’s most prestigious competitions and attracts entries from all over the UK.

“Times are extremely challenging, and we know that success is hard fought, as everyone navigates the road ahead - particularly at this time, when the road ahead is subject to so many changes,” said Forecourt Trader editor Merril Boulton.

“But every year we’re always amazed by the exceptional drive, ambition, and creativity of our fuel retailers.”

The Ascona Group is one of the top ten independent forecourt operators in the UK and has been named in the Sunday Times’ 100 fastest growing business list.

This is the second consecutive year that the Green Garage service station has received this title, handling up to four million litres of fuel per annum.

"The award truly reflects the dedication and hard work of our teams,” commented Darren Briggs, who is CEO and founder of the Ascona Group.

“Recognising Ascona’s relentless pursuit of redefining roadside retail is a testament to our core values and vision.

"I'm immensely proud of what we’ve built and where we’re heading.”

The Ascona Group currently operates 61 forecourt locations across the UK and serves an estimated 300,000 customers a week. It deals in over 4.5 million litres of fuel which is the equivalent of 18 tankers daily.

After winning the award for the best site in the West Country and Wales, Ascona was also eligible for the top prize of Forecourt Trader of the Year 2023, however this title was won by the north Somerset operator, Tout’s Cleeve.

All entries were subject to a rigorous judging process which took the Forecourt Trader team far and wide across the UK, experiencing forecourt service first hand to deliver real integrity.

The Forecourt Trader awards cover two main categories, including six regional categories – covering all types of forecourt operation, whether it’s a high-volume A-road site serving commuters or a rural site serving the local community.

The 14 specialist categories give all staff working in the retail forecourt sector the chance to show off their skills and achievements in the past year.