A LEADER IN DOWNSTREAM ENERGY ACROSS AFRICA
ENERGISING COMMUNITIES
Like the large cat native to the Americas, Puma Energy has pounced to become a leading downstream energy provider in Africa. In an extended interview with Ben Ouattara, COO – Africa, we learn about the company’s investments in retail, renewable energy, and lubricants across the continent, its segmented business operations, and more
Writer: Jack Salter | Project Manager: Ryan Gray
As COO – Africa at Puma Energy, Ben Ouattara has had the privilege of witnessing first-hand the dynamic evolution of the continent’s oil and gas industry. This exciting space presents significant opportunities for investment and expansion thanks to growing energy demands, which have been fuelled by urbanisation, industrialisation, and economic growth.
Africa has the fastest-growing population in the world, with the United Nations (UN) estimating that the continent’s population will reach more than two billion by 2040.
Growing rural populations,
meanwhile, are increasingly converging on cities in search of employment, whilst the number of African cities with more than 10 million inhabitants is projected to increase to six by 2035 according to the UN Development Programme, up from just three in the early 2000s.
This population growth, combined with rapid urbanisation in subSaharan Africa where Puma Energy largely operates, is leading to a rising demand for energy, especially transportation fuels, which CITAC forecasts will increase by 56 percent by the end of the next decade.
Africa’s vast hydrocarbon reserves, particularly in countries like Nigeria,
Angola, and Ghana, also position the continent as a critical player in the global energy market.
“The industry is in a time of change and diversifying its traditional fuel offerings. As Puma Energy, we are committed to the growth, transformation, and sustainability of Africa’s energy sector and to helping enable the countries’ socioeconomic progress,” adds Ouattara, who joined Puma Energy in January 2022.
COMPLEX LANDSCAPE
On the other hand, the African oil and gas sector also faces significant challenges, as the demographic shifts resulting from population growth and
rapid urbanisation are placing greater strain on an already fragile and underdeveloped energy distribution system.
“THE INDUSTRY IS IN A TIME OF CHANGE AND DIVERSIFYING ITS TRADITIONAL FUEL OFFERINGS. AS PUMA ENERGY, WE ARE COMMITTED TO THE GROWTH, TRANSFORMATION, AND SUSTAINABILITY OF AFRICA’S ENERGY SECTOR AND TO HELPING ENABLE THE COUNTRIES’ SOCIOECONOMIC PROGRESS”
– BEN OUATTARA, COO – AFRICA, PUMA ENERGY
This fragility has been further exacerbated in recent years by economic uncertainty, the COVID-19 pandemic, and the ongoing conflict in Ukraine, resulting in unprecedented supply chain disruption that has affected the flow and availability of oil products and caused shortages in numerous sub-Saharan African countries.
“Geopolitical tensions and security concerns in some regions are impacting operations and investment,” Ouattara notes.
Key infrastructure such as ports, storage, and pipelines therefore need scaling up in order to improve the supply chain efficiencies of fuels such as gasoline, diesel, jet fuel, and kerosene, meet growing demand, and ensure energy security.
“Infrastructure development
through investment in storage, transportation, and distribution infrastructure is crucial to unlocking the continent’s full potential.”
Regulatory frameworks, meanwhile, are another challenge as evolving policies and regulatory environments require adaptability and strategic planning.
These frameworks, along with environmental, social, and governance (ESG) standards, significantly influence oil and gas investments
in Africa as they can shape costs, operational and compliance requirements, risk profiles, and the overall attractiveness of projects.
Companies such as Puma Energy are therefore navigating an incredibly complex landscape in which there are various regulations and ESG requirements to adhere to.
As COO – Africa, Ouattara’s focus is on navigating these complexities, driving operational excellence, and positioning the company for long-term success in a dynamic and exciting market.
Despite the challenges, he firmly believes that the continent’s oil and gas industry offers tremendous opportunities for growth, innovation, and collaboration.
“At Puma Energy, we’re committed to energising Africa’s growth, delivering safe, reliable, and affordable downstream energy solutions across the continent.
“Africa’s oil and gas industry is not just an exciting space – it’s a vital component of the continent’s economic future.
PUMA’S CORE FUNDAMENTALS
The company remains focused on four core fundamentals, namely:
• Ensuring the safety of its people and operations.
• Enhancing and maintaining the quality of its retail network in core growth markets.
• Attracting, retaining, and developing talent.
• Improving the way it serves customers by investing in digitalising its services and modernising its business.
At PETRO Industrial Solutions, we are redefining the fuel storage industry through high-quality, innovative, and customized tank solutions tailored to meet the demands of sectors like mining, logistics, and energy.
Our mission is clear: to lead the industry by delivering solutions that enhance operational efficiency, safety, and sustainability, backed by market-leading technology and exceptional craftsmanship.
FUELLING INNOVATION DEELLIIVVEERRI
INNG G EXXCEEL
With PETRO, you gain access to comprehensive turnkey services—from design and engineering to installation and maintenance. This end-to-end approach ensures that each solution meets stringent international standards, giving you the reliability and performance you need to keep your operations running smoothly.
Whether you require modular tank farms, customized dispensing systems, or advanced fluid management systems, we’ve got you covered.
What sets PETRO apart is our commitment to rapid delivery and customer-focused support. Our inhouse manufacturing and close partnerships mean that every tank solution is crafted to your specifications with some of the fastest lead times in the industry.
PETRO’s expertise goes beyond products; we offer a partnership you can count on, combining global insights with local knowledge to support your operations wherever you are.
INNOVATION LLLENNC C
Firstly, could you introduce us to PETRO Industrial, your products, capabilities, and services, when the company was established, the manufacturers the company works with, etc.?
Founded in 2010 with a vision to offer innovative fuel and liquid storage solutions, PETRO Industrial Solutions (PETRO Industrial) specialises in designing, manufacturing, and commissioning premium self-bunded tank solutions. With a strong focus on customisation, we deliver solutions that meet the unique requirements of clients across a variety of industries, including mining, oil and gas, agriculture, and construction. PETRO Industrial was established to fill the market need for durable, reliable, and compliant tank storage systems. By partnering with premium suppliers, such as Banlaw, SAMOA, and Total Control Systems (TCS), we can provide a wide range of superior solutions, including self-bunded tanks, dispensing systems, fuel management systems, and spare parts to suit the specific operational needs of our customers. Our commitment to quality, safety, and efficiency ensures that every tank meets local and international regulations.
Could you tell us a bit about the different types of tanks the company offers and how they can be customised?
At PETRO Industrial, we understand that no two clients are alike, and that’s why we offer a comprehensive range of solutions designed to
accommodate various storage needs. Some of our most popular offerings include:
• Self-bunded tanks: Ideal for aboveground fuel storage, these tanks come with a double-walled design to prevent leaks and ensure environmental protection. Our speciality range includes large capacity containerised PT tanks from 12,000 litre (L) to 75,000L, and smaller custom built cube tanks with capacities from 1,000L to 12,000L.
• Lube stores: As part of our turnkey dispensing solutions, PETRO Industrial’s lube stores offer a versatile and efficient means of dispensing various lubricants and oils. Featuring an array of hose reels, these lube stores are seamlessly connected to tanks storing lubrication oils.
• Retail sites: Designed and manufactured by our expert team, PETRO Industrial’s innovative and containerised mobile retail sites offer seamless access to fuel. Our retail fuel sites are a cost-effective alternative to a retail gas station that is also easy to maintain and straightforward to install.
Customisation is a cornerstone of our business. Whether clients need specific tank capacities, enhanced safety features, or specialised
dispensing systems, we work closely with them to deliver solutions that integrate seamlessly into their operations. From capacity adjustments to advanced monitoring systems, we aim to exceed expectations by delivering products that seamlessly integrate with our clients’ operations. What differentiates PETRO Industrial from the competition? Are there any key attributes that set you apart?
Customisation excellence: Our ability to offer fully customised tank and dispensing solutions allows us to serve a broader range of industries and meet the highly specific needs of our clients. We don’t just provide tanks –we offer tailored solutions that match the unique operational environments and fuel storage requirements of each client.
Commitment to quality: We emphasise safety, durability, and quality in accordance with international standards in every product we manufacture. PETRO Industrial is known for its high-quality craftsmanship, which is evident in the longevity of our tanks and the confidence our clients have in our systems.
Customer-centric approach: Our team is dedicated to understanding each client’s individual needs. We
prioritise open communication and hands-on collaboration throughout the entire design and manufacturing process, ensuring that the final product exceeds expectations.
Industry expertise: With years of experience in various sectors, our deep understanding of industry regulations and challenges allows us to offer superior guidance and turnkey solutions unique to us.
Are there any cutting-edge solutions or innovative technologies the company utilises?
Innovation is at the heart of PETRO Industrial. We constantly explore new ways to enhance the functionality and safety of our tanks. Our iPETRO fuel management systems help clients monitor fuel levels, usage, and potential leaks in real time. This boosts operational efficiency, reduces waste, and minimises environmental impact. Additionally, our tanks are equipped with advanced secondary containment systems that prevent spillage in the event of a breach, providing extra protection and peace of mind for industries that require high levels of safety. Our tanks also undergo rigorous quality testing to ensure longevity and durability, even
in harsh environments.
By continuously researching and adopting new technologies, we ensure that our clients always receive the most advanced and reliable storage solutions available.
Could you talk about PETRO Industrial’s team, what they bring to the company, and how they enhance operations?
At PETRO Industrial, our team is our greatest asset. We have a dynamic group of designers, manufacturers, and industry professionals who bring a wealth of experience and technical know-how to the company. Each member of our team is committed to providing exceptional service, whether it’s through the initial design phase, manufacturing, or after-sales support.
Our staff are certified and highly skilled, enabling us to drive innovation when it comes to the latest tank design technologies. Our customerfacing team excels at building strong client relationships through personalised service and a deep understanding of industry needs. This collaborative approach ensures seamless operations and delivers results that keep our clients satisfied
and returning for future projects. We also invest heavily in ongoing training and development, ensuring our team remains at the forefront of the industry. This commitment to personal and professional growth enables us to continuously enhance our service offerings and ensure that every project we take on is completed to the highest standard.
In summary, PETRO Industrial’s dedication to innovation, customisation, and customer satisfaction, along with the strength of our team, has established us as a leader in the fuel and liquid storage industry. Our cutting-edge technology, industry expertise, and quality craftsmanship position us to meet the evolving needs of our clients, ensuring we remain the go-to provider for tank solutions across Africa and beyond.
+27
sales@petroindustrial.co.za
www.petroind.co.za
“I’m proud to be part of this journey and look forward to contributing to the industry’s continued growth and development,” Ouattara says optimistically.
EXTENSIVE RETAIL NETWORK
Ensuring energy access through diversified solutions in emerging markets, Puma Energy’s purpose – Energising Communities – helps to drive growth and prosperity by sustainably serving customer needs in high-potential, emerging countries around the world, primarily across sub-Saharan Africa and Central America.
“At Puma Energy, we strive to deliver quality services, safely and reliably, wherever our customers need them,” outlines Ouattara.
Puma Energy’s business is centred around fuel storage and distribution, retail fuels, commercial fuels and lubricants, aviation fuels, and liquefied petroleum gas (LPG).
The company operates a vast network of storage facilities, including downstream storage terminals that help it offer a seamless supply of refined oil products to customers.
An extensive retail network, meanwhile, offers fuels, lubricants, and other petroleum products at
service stations across the continent.
In rural areas, the rural service station concept fosters inclusive economic growth and is a shining example of Puma Energy’s positive impact on underserved local communities, extending vital services and addressing their unique challenges and needs.
“In most African countries, fuel consumption is concentrated in the capital and main cities. Access to fuel for rural populations is therefore a challenge, and fuelling can be very unsafe,” acknowledges Ouattara.
“Our rural service stations allow Puma Energy to bring fuels and lubricants to rural areas both safely and conveniently. The speed to market is also favourable for us to continue growing our footprint and brand.”
Last year, for example, the company rolled out its first rural service station in Zambia to cater for communities in the Chifunabuli District of Luapula Province. An additional two rural stations were rolled out in the towns of Mbala in Northern Province and Samfya in Luapula Province.
This commendable investment has helped unlock economic opportunities through the creation of new jobs, such as service station
PUMA’S STRATEGIC FOCUS FOR 2025
HSSE
• Continue to reinforce its HSSE performance by prioritising capability development, risk management, governance, and leadership engagement.
• Baseline and strengthen key safety and environment-related data.
PEOPLE
• Develop, retain, and attract best-in-class talent across its markets.
• Invest in the development of Puma’s people.
RETAIL
AND COMMERCIAL
• Concentrate its efforts on refurbishing and maintaining its network, whilst ensuring a differentiated customer offering.
• Ensure it is delivering quality products safely and reliably.
“Our strategic focus is really to keep it simple – continue to concentrate on the basics and do them well whilst growing prudently,” Ouattara outlines.
attendants and maintenance staff to support the supply chain, and improved access to fuel for rural farmers, fishermen, and miners in the districts.
It is part of Puma Energy’s broader rural service station programme in the country, which is aimed at improving access to energy, banking, and healthcare in hard-to-reach areas and reflects the company’s belief in energising communities.
Over the course of three years, the programme will see 25 stations open across Zambia, with plans to expand into other parts of Africa.
“Rural service stations allow for access to a range of fuels, bottled LPG for cleaner and safer cooking, and banking services,” Ouattara explains.
CONVENIENCE FOR CUSTOMERS
Puma Energy’s retail network additionally comprises convenience stores offering refreshments and everyday shopping essentials, such as freshly prepared food to meet everyone’s needs. Coolers are also
stacked with chilled beverages and the latest refreshing drinks to quench the thirst of customers, whilst a wide selection of barista-made coffees is also available.
Partnering with Circle K and OK Express, the company’s mini markets bring together a wide variety of delicious, fresh, and quick options all day, every day.
Enhancing and maintaining the quality of this extensive retail network of service stations and convenience stores in core growth markets is one of Puma Energy’s fundamentals.
“Our retail network is a critical component of our downstream
business. The goal is to create a seamless, customer-centric retail experience, leveraging technology and data analytics to drive loyalty and growth,” insights Ouattara.
The company plans to achieve this goal through the continued expansion of its retail network with an aggressive growth strategy across Africa, as well as digital transformation by implementing mobile payment solutions, loyalty programmes, and digital signage.
“As we aspire to grow, we plan to expand our retail and commercial offering through convenience stores and quick-service restaurant (QSR) partnerships.
Since the founding of Raislin Construction Private Limited in October 2021, the building partnerships has always been at the core of our business. We invite all our customers environment of transparency, trust and respect, as they allow us to become part of their A strong and empowered management team allows us to be extremely flexible when requirements. Our organization is very dynamic and as such we understand that our clients’ business also forever changing. Urgency is accommodated through discussion around the requirements
Expertise, Our Signature
building of strong to enter into our their success story. it comes to client
business landscapes are requirements plan.
Raislin Construction Company (Pvt) Ltd provides managed project solutions to clients from the tender process all the way through to completion.
What sets this enterprise apart though, is the willingness to provide support to clients after project completion.
Core Values:
• To be an extension of our client’s organization
• To be led by our client’s needs and our technical team
• To maintain high ethical standards at all times and professionalism
Experience:
General Building:
• Office Renovations
• Telecommunication and
• Fibre optics
• Plumbing, irrigation
• Project Management and Consultancy
• Pavements
• Schools
• Office Parks
• Painting and Tiling
Our Strengths:
• Our people.
• Team work
• Our commitment to partnering with clients
• Our ability to provide creative solutions
• Our passion for success
Civil Works:
• Sewer and storm water reticulation
• Bulk Earthworks
• Paving (including heavy duty)
• Roads
“AT PUMA ENERGY, WE STRIVE TO DELIVER QUALITY SERVICES, SAFELY AND RELIABLY, WHEREVER OUR CUSTOMERS NEED THEM”
– BEN OUATTARA, COO – AFRICA, PUMA ENERGY
“We will also explore dual brand opportunities, particularly in the QSR space in Africa,” he discloses.
Along with this, it seeks to enhance the customer experience by improving store layouts, product offerings, and staff training in order to deliver exceptional service, as well as introducing additional convenience stores at select locations.
FOCUS ON LUBRICANTS
Puma Energy likewise provides bespoke energy solutions to businesses, industries, and governments with its commercial fuels and lubricants.
A leading and reliable source for high-quality lubricants that deliver world-class performance, the company specialises in supplying
a wide range of custom products tailored to meet the specific needs of various industries, including marine, power generation, mining, cement, and sugar mills.
Its commitment as a lubricants supplier goes beyond just products, however, as Puma Energy focuses on delivering solutions that enhance the efficiency and longevity of machinery.
“Our lubricants business is a key growth area, and we’re committed to delivering high-quality lubricant solutions tailored to African market needs,” Ouattara shares.
“We plan to place a greater focus on lubricant sales in select markets.”
As such, the company is expanding its product range by introducing premium lubricants for industrial, commercial, and retail customers.
Puma Energy is additionally upgrading its manufacturing capacity and production facilities to meet the growing demand for lubricants, enhancing its distribution network, logistics, and storage capabilities, and offering technical services such as expert advice and support to customers.
These investments complement the company’s core fuel business, enabling it to diversify revenue streams, enhance customer loyalty, improve operational efficiency, and reduce environmental impact.
“By integrating retail, renewable energy, and lubricants, we’re positioning Puma Energy for sustainable growth whilst supporting Africa’s economic development and energy transition,” prides Ouattara.
HIGH-GROWTH MARKET OPPORTUNITIES
Also supplying jet fuel and aviation gas to airports and airlines, Puma Energy offers LPG and lubricant products for domestic, commercial, and industrial use.
00 MORE THAN YEARS EXPERIENCE 1
In developing performance additives for fuels and lubricants
Afton Chemical has a passion for delivering world-leading additive solutions that help our customers achieve their business goals with technology that reduces emissions, makes vehicles more efficient and machines last longer.
Afton keeps things moving...
CJP Chemicals is the appointed distributor for Afton Chemical in the Southern African region, and provides bespoke technical solutions to fuel and lubricant manufacturers & blenders.
CJP Chemicals is a supplier of raw materials and ingredients to food & beverage, pharma personal care, industrial and lubricants manufacturers across Southern Africa
To find out more about the Afton additive portfolio or any of your raw material and ingredient requirements visit: www.cjpchemicals.co.za or contact us on, Email: info@cjpchemicals.co.za or call: +27 11 494 6700.
“OUR RETAIL NETWORK IS A CRITICAL COMPONENT OF OUR DOWNSTREAM BUSINESS. THE GOAL IS TO CREATE A SEAMLESS, CUSTOMER-CENTRIC RETAIL EXPERIENCE, LEVERAGING TECHNOLOGY AND DATA ANALYTICS TO DRIVE LOYALTY AND GROWTH”
– BEN OUATTARA, COO – AFRICA, PUMA ENERGY
In an exciting and fast-changing world in need of the right energy solutions, the company focuses on delivering the very best for its customers, from giving retail site visitors a great experience to working closely with industrial businesses to help them optimise their operations.
As Puma Energy operates over 670 service stations and serves more than 90 airports, with close to 30 terminals across 17 African countries, the business is therefore well-positioned to pounce upon opportunities in high-growth markets where it can make a real difference in driving growth and prosperity.
Puma Energy’s operational presence in these high-growth markets is a key strength as many of them are in non-OECD (Organisation for Economic Cooperation and Development) countries, where demand for energy is expected to increase due to factors such as growing economies, rising living standards, and increased electricity usage.
“We will look to grow prudently either on our own or with strategic, like-minded partners,” Ouattara confirms.
On the retail and commercial side,
Puma Energy is currently investing to strengthen its market share and customer base through convenience stores and non-fuel retail, particularly QSRs in Africa.
Likewise, it is investing in marketing to increase brand awareness and customer loyalty, as evidenced by the recent launch of its ‘Go Africa!’ campaign across the continent.
‘Go Africa!’ is inspired by the soul and rich diversity of the continent, embodies Puma Energy’s purpose, reflects the company’s determination to be a catalyst for positive change, and reinforces its commitment to delivering quality services safely and reliably wherever customers need them.
The campaign therefore aligns with Puma Energy’s dedication to providing solutions that meet the unique needs of every community, leveraging technology and building partnerships to deliver reliable, affordable energy to all in Africa.
Alongside the above investments, Puma Energy is continuing to expand
REEF TANKERS - INDUSTRY LEADERS
Industry Leaders:
Reef Tankers have been positioned as one of the industry leaders regarding innovation, operational excellence, and functionality and have over the years assisted our customers with the implementation and improvement of various aspects of the operation. Improving utilisation, optimisation, productivity, and safety performance.
As we discover new possibilities and opportunities in this “New Normal”, it is important to ensure we always keep safety standards at the highest levels. Seeking partnerships with organisations that value efficiency, agility, flexibility and continuously provide a cost-effective service with the highest levels of service excellence.
BBBEE Partner:
Reef Tankers is currently rated a Level 1 BBBEE contributor with 51% Black ownership and 30% Black female ownership. We are currently recognised as a value-added supplier.
Focus on Accreditations:
Reef Tanker adheres with international and local standards and boasts accreditations since 2008 with ISO 9001, ISO 18001 & ISO 45001, CAIA Signatory, SANS-1395 RTMS and SQAS approved. We are an affiliation to CAIA which adheres to Responsible Care Principles for health, safety, and environmental performance. On numerous occasions, Reef Tankers have won prestigious awards with our initiatives and safety performance.
Bulk Truck Professional Operators:
Reef Tankers’ professional operators training focuses its objectives on driver technique, innovation and stringent training to improve advanced and defensive driving skills with continuous improvement. Minimising unnecessary high costs related to undesirable driver techniques and behaviour. Our AI and other optimal modern technology in managing costs in the transport industry is fundamental to maintaining a competitive advantage and future sustainability. Our Driver Academy, which assists us with selecting, training, and developing, has received numerous accolades. Reef was recently recognised with two awards, one by TETA: Best Qualification Program and one by the National Skills Authority: Best Private Training Provider/Employer Program in the Industry.
Accreditations:
ISO 9001, 18001, and 45001
CAIA Signatory
SANS 1395: RTMS
SQAS
Diversification:
Reef Tankers has recently diversified its tanker fleet and has invested in Q55 PBS Abnormal Tankers. We have introduced the Bartec Levelling/Metering System, which will allow multiple loading and off-loading functionalities and includes the latest technological advances in equipment. The tanker fleet consists of various specialised tanker combinations with approved ADR specifications including Rigid Drawbars for its fuel deliveries. In addition to the fuel tankers, we have purchased high specification Stainless Steel Base Chemical Tankers (L4BH), Stainless Steel HFO Tankers (LGBF), and ANS Explosive Stainless-Steel Tankers (L4BN). The Stainless-Steel Base Chemical and HFO Tankers are Cladded with Steam Heating. The emulsion tanker added, offers diversity with regards to Petrochemical transportation. A further addition to the diversification strategy was the purchasing of 62,000lts LPG tanker vessels.
Geographical Footprint:
Our sophisticated geographical Footprint in South Africa and Botswana allows our customers to control costs with effective access to all major terminals nationally. We are currently operating from 10 different depot’s with 469 professionals, delivering 1,4 billion litres per annum with 126 specialised Petrochemical fuel tanker combinations. We have travelled approximately 13.9 million kilometres and delivered 34,542 safe deliveries thus far.
Plans to Eliminate Environmental/Green House Carbon Emissions:
A part of Reef Tankers’ strategy from 2021 has been to partner with the OEMs that concentrate on Driver Ergonomics, Advanced Safety Innovation and Intelligence that focus on the continuous reduction of carbon emissions. Reef Tankers has purchased the Michelin Green Energy Saver Tyre to further increase fuel efficiencies which will reduce greenhouse gas emissions. Furthermore, we have just purchased Euro 5 technology Prime Movers and are proud to announce our first CNG propelled Prime Mover, pushing sustainable energy and boundary commitments, saving the environment and focusing on all areas to assist with the prevention of global warming.
Through its lean overhead structure, the retention of high-quality, efficient, skilled staff and resources, focus on customer needs, the commitment to global ethics and intergrity in our daily business practices, Reef Tankers aims to continue to be a leader in its field, continuously portraying and believing in its commitment to its slogan: DRIVEN BY PASSION.
“WITH OUR FLAT, DECENTRALISED STRUCTURE, WE ARE ABLE TO STAY AGILE AND RESPOND QUICKLY TO CUSTOMER NEEDS, AS WELL AS MARKET CHANGES AND REGULATORY SHIFTS”
– BEN OUATTARA, COO – AFRICA, PUMA ENERGY
its business-to-business (B2B) offering, including lower-carbon and renewable energy solutions.
“Our commitment to Africa’s energy growth is unwavering, and we’re excited to continue contributing to the continent’s economic development,” affirms Ouattara.
COMPREHENSIVE APPROACH
Puma Energy is driven by a passion for delivering exceptional value, building strong relationships, and contributing to Africa’s energy growth.
A unique blend of strengths positions the company as a global
leader in downstream energy, and in the view of Ouattara, there are a number of differentiators that make it stand out in the sector.
First and foremost, Puma Energy’s work to energise communities is driven by a vertically integrated business model, with all stages of the value chain including supply, storage, and distribution controlled by the company.
Its strategically located terminals, import and loading capabilities, and transportation resources facilitate the import of refined oil products and their movement through the
supply chain, allowing Puma Energy to reliably source its goods at competitive prices.
The company’s extensive retail network completes the vertically integrated value chain and, combined with its B2B, aviation, and wholesale clients, helps create demand for refined oil products.
“Our comprehensive approach encompasses storage, distribution, retail, and commercial fuels, enabling us to optimise efficiency and provide seamless solutions,” Ouattara elaborates.
Then there’s Puma Energy’s extensive footprint across the continent, which has rapidly expanded since it entered the African market in the 2000s and gives the company an unparalleled understanding of local markets, regulatory environments, and customer needs.
Strategic partnerships are another unique differentiator, as Puma
Decades of Transport Excellence, Now Fuelling Tanzania’s Progress
With over 80 years in Tanzania’s transport sector, CRC has evolved from moving containerised, loose, and specialised cargo to becoming a trusted name in fuel transport. For the past 13 years, CRC has proudly served as an official transporter for Puma Energy, around Eastern and Southern African countries, bringing unmatched reliability and safety to fuel logistics.
Our journey in fuel transportation builds on decades of experience, ensuring secure, on-time delivery backed by a robust HSSEQ (Health, Safety, Security, Environment, and Quality) system. Every mile we cover reflects our unwavering commitment to our clients’ needs, offering a service that embodies trust and excellence.
With CRC, you’re not just choosing a transporter - you’re partnering with a team driven by a legacy of success and a vision for Tanzania’s future.
Learn more, visit: crc.crc.tz
Gyrotech Engineering and Consulting is based in South Africa and offers tank and pipeline integrity inspection, depot maintenance and volumetric calibration to Southern and Eastern Africa, namely South Africa, Botswana, Namibia, Zambia, Zimbabwe, Mozambique, Malawi and Tanzania.
Amongst our clients are Shell, Engen Oil, Total Energies, BP, Puma Energy affiliates, Vivo Energy, Glencoe and National Oil companies such as National Petroleum Corporation of Namibia (NAMCO) and the National Oil Company of Malawi (NOCMA).
Our service offering includes:
• API 653 Tank Integrity Inspection
• API 570 Pipeline Integrity Inspection
• Volumetric Calibration of vertical horizontal and underground tanks
• Product Loss Control Audits
Product vapour emission calculations
high-quality inspections and maintenance to Southern and Eastern Africa Contact us: admin@gyrotech.co.za
• Leak detection in underground tanks
• Terminal Facilities Audit
• Project Management services- from tank design to commissioning of tanks and accessories during new or refurbishing depots and retail sites
Tank Construction Quality Assurance in accordance with International Standards
• Retail Sites Services- Pump maintenance ,Site Audits and Underground tank Testing and leak detection
HSSE Services - Safety Audits, Consulting, Site Safety Management and Training
Marketing Queries: melody@gyrotech.co.za | +27 82 707 0096
Technical Queries: james@gyrotech.co.za | +27 72 940 4306
Energy collaborates with reputable companies in the convenience space and local businesses, enabling it to leverage their expertise, share knowledge, and drive growth.
CUSTOMER-CENTRIC CULTURE
Likewise, Puma Energy strives to build strong partnerships with customers and deliver the best solutions for their needs as part of its wholeheartedly customer-centric culture.
This is a key element of the company’s strategy, with customers at the core of everything Puma Energy does to ensure it is easy to do business with.
Its growing network of convenience stores, for example, is tailored to meet the needs of its customers, providing
www.africaoutlookmag.com/work-with-us
a focal point for the local community.
Commercial customers, meanwhile, rely on Puma Energy to provide them with high-quality and reliable energy, lubricant, and bitumen solutions that support their growth and success.
The company’s customer-centric approach also includes being responsive to their needs and forming lasting relationships with them.
“Puma Energy’s tailored solutions, responsive service, and focus on building long-term relationships differentiate us from our competitors,” acclaims Ouattara.
This responsiveness also ties into the agility and adaptability of Puma Energy’s organisational model, which empowers faster strategic decisionmaking at regional and country levels.
The company continues to strengthen its country management structure, increasing Puma Energy’s agility and capitalising on its in-depth knowledge of the areas it operates in.
“With our flat, decentralised
structure, we are able to stay agile and respond quickly to customer needs, as well as market changes and regulatory shifts,” highlights Ouattara.
DEVELOPING LOCAL TALENT
With over 2,000 staff members across the Africa business, Puma Energy has a strong focus on local talent development and capacity building.
Indeed, some of the company’s key targets and initiatives include investing in employee well-being and skills and recruiting 95 percent of its workforce from local talent pools, such as its graduate programme.
This 12-month programme is designed to provide top graduates with a structured series of developmental rotations across Puma Energy to help them build a comprehensive understanding of the company’s fundamentals before moving into a specific business unit.
The programme opens up a range of career growth opportunities within
Puma Energy for graduates and drives operational excellence by having the right people with the right skills and mindsets in the right positions, working together to run the business safely, profitably, and with integrity.
As well as this, it cultivates commercial acumen and encourages participants to capture opportunities for themselves.
Committed to providing meaningful employment opportunities, the company is therefore always looking for excellent candidates as its success relies on the well-being, dedication, expertise, and passion of its people.
“We prioritise developing local talent, supporting community initiatives, and fostering economic growth in the regions we operate,” expands Ouattara.
Creating a collaborative and inclusive work environment remains a core objective in order to enable high performance, strategic growth, and employee safety, as the company
aims for zero workplace fatalities.
Thus, Puma Energy is dedicated to the well-being of employees, customers, and communities, with every decision it makes viewed as an opportunity to positively impact its people and foster a safe workplace.
ROAD SAFETY
As part of its corporate social responsibility (CSR) activities, Puma Energy’s ‘Be Road Safe’ campaign also aims to promote road safety awareness with the ambition of contributing to the reduction of road accidents in the communities where it operates.
Part of the wider ‘Be Puma Energy Safe’ initiative, which also comprises citizen and youth empowerment, the campaign aims to address the growing epidemic of road traffic
injuries (RTIs) in sub-Saharan Africa, which has the world’s highest rate of RTIs.
As the region has a young and fast-growing population, there are an increasing number of vehicles on the roads and more people are likely to be affected by RTIs as a result.
“Countries in sub-Saharan Africa will have dynamic, increasingly mobile populations in the decades ahead,” Ouattara informs us.
‘Be Road Safe’, which includes a long-term collaboration with the company’s implementing partner, Amend, was launched in Tanzania in 2013. It has now also been implemented across Botswana, Zambia, and Zimbabwe, and will be expanded to Mozambique and South Africa in 2025.
Since launch, Puma Energy has
delivered road safety activities in a number of countries throughout sub-Saharan Africa, benefitting more than 100,000 children from over 240 schools across the continent identified as being at high risk of RTIs. Thus, the campaign intends to improve the safety of African children on the roads today and prepare them to be responsible road users in the future.
“The activities focus on primary school children and spread road safety messages throughout communities,” details Ouattara.
REFOCUSED SUSTAINABILITY STRATEGY
People and Communities is one of four important pillars that form Puma Energy’s refocused sustainability strategy and ESG
framework, ensuring it has a positive socioeconomic impact on the communities it serves, along with Energy Transition and Climate Change, Local Environment and Nature, and Governance and Supply Chains.
“Our emphasis on safety, quality, and environmental sustainability earns us repeat business and reinforces our reputation for operational excellence,” Ouattara tells us.
Striving to be a trusted, socially responsible business, Puma Energy is committed to reducing operational greenhouse gas (GHG) emissions and helping mitigate climate change.
“We are reducing our operational GHG emissions by 15 percent by the end of 2025 and contributing to the adoption of lower-carbon and
renewable energy solutions,” reveals Ouattara.
“We will continue to expand our solar and lower-carbon fuel solutions to industrial customers and further decarbonise our operations.”
For example, Puma Energy sees strong potential in the likes of solar power, lower-carbon bitumen, sustainable aviation fuel, LPG for clean cooking, and more.
The latter is something that the company is especially committed to as LPG plays a vital role in the energy mix in sub-Saharan Africa, where an estimated 970 million people lack access to clean cooking fuels and technologies according to the International Energy Agency (IEA).
Indeed, many households in the region rely on solid fuels such as wood and charcoal or kerosene, leading to
environmental and health hazards, with the use of wood contributing to deforestation and household air pollution linked to 2.5 million premature deaths globally.
As such, Puma Energy is encouraging the transition to cleaner cooking fuels and implementing an LPG strategy in sub-Saharan Africa to ensure availability, accessibility, and affordability.
LPG is a safe, convenient, and cost-effective way to enable cleaner cooking and reduce the negative impacts of burning traditional cooking fuels, and Puma Energy believes it is a critical solution to Africa’s energy transition.
“We want to improve access to clean cooking across Africa,” Ouattara states.
The company reaffirmed this
commitment in May 2024 during the IEA’s Summit on Clean Cooking in Africa held in Paris, where Puma Energy joined the Clean Cooking Declaration and thereby pledged to take concrete steps towards advancing the clean cooking agenda.
DRIVING SUSTAINABILITY
Puma Energy’s key Energy Transition and Climate Change targets and initiatives also involve installing solar panels across retail and terminal sites, reducing Scope 1 and 2 emissions,
and diversifying its offerings into lower carbon and renewable energy solutions.
The Local Environment and Nature pillar, meanwhile, aims to manage and minimise Puma Energy’s impact on the natural environment.
This is achieved through implementing health, safety, security, and environment (HSSE) policies, management plans, and mitigatory actions against oil spills by, for example, reinforcing safeguards and environmental management systems
across high-risk sites.
Last but not least, the Governance and Supply Chains pillar looks to embed good governance in order to protect Puma Energy’s business and drive sustainability.
“Embedding robust governance and procedures across the value chain enhances our corporate culture and ethical business conduct,” Ouattara states.
As Puma Energy aims to reduce its carbon footprint, leverage renewable power sources, and support Africa’s
green transition, the company is making several investments in renewable energy.
These investments are focused on solar installations, which are being rolled out at more than 50 Puma Energy service stations across the continent, and collaborations with renewable energy developers and technology providers.
SEGMENTATION STRATEGY
Elsewhere, Puma Energy has implemented a segmentation
AFRICA OUTLOOK: WHAT DRIVES YOUR INTEREST IN THE OIL AND GAS INDUSTRY?
Ben Ouattara, COO – Africa:
“My interest in the oil and gas industry is driven by my determination to grow companies like Puma Energy in Africa. I am results-oriented, self-motivated, and resourceful, with a proven ability to develop and strengthen teams in order to maximise profitability and efficiency.
“I now have over 25 years of experience within the shipping and oil and gas industries, having started my career as a captain and later moved into downstream oil and gas with Shell International Trading and Shipping Company Limited (STASCO), where I held various executive roles including Vetting Manager and Lead Auditor.
“I was also the Head of Marine and Aviation at Vivo Energy Côte d’Ivoire and Managing Director of Vivo Energy Ghana prior to joining Puma Energy.”
strategy to enhance operational efficiency, improve its customer focus, and unlock growth opportunities across Africa.
Segmentation allows the company to understand specific customer needs, preferences, and behaviours, enabling it to provide tailored solutions.
With this, Puma Energy has streamlined its processes whilst reducing complexity to deliver cost savings and increased productivity.
“This has helped us to allocate
resources effectively, prioritising areas with the greatest potential for growth,” elaborates Ouattara.
“We believe that by focusing on specific segments, our business differentiates itself and establishes a competitive advantage. Even when it comes to risk management, we have managed to put ourselves in a situation where we mitigate risks by diversifying revenue streams and reducing dependence on a single market.”
Ouattara equally believes that Puma Energy’s ability to deliver exceptional results can be directly attributed to the strength of its relationships with key stakeholders, namely the partners, suppliers, and staff who are the backbone of the company’s success.
Partners play a vital role, as Puma Energy collaborates with other major oil companies and local businesses to drive growth and expand its footprint.
“These partnerships enable us to leverage expertise and resources, enhance our market position, develop innovative solutions, and share knowledge and best practices,” he enlightens.
Suppliers, meanwhile, are crucial to the company’s operational efficiency, whilst staff are its greatest asset as their dedication, ability, and passion drive Puma Energy’s success.
“We recognise the importance of these relationships and strive to nurture and strengthen them so that we continue to grow and innovate.
“At Puma Energy, we cultivate a collaborative culture – by working together, we achieve far more than we could alone,” Ouattara concludes.
Tel: +27 (0) 80 007 0007 – Africa headquarters Media.Puma@pumaenergy.com www.pumaenergy.com