Every year, Atlas sources more than five billion gallons of fuel for customers across North America. The company’s trading and analytics desk monitors global energy markets, works closely with refineries, and executes the transactions that keep fuel flowing at competitive prices.
But trading is only one part of the equation. Once fuel has been sourced, Atlas partners with customers to navigate the day-to-day realities of buying and transporting product. Whether a driver is loading at a terminal after hours, or a customer needs guidance as markets change, Atlas’s wholesale marketing team serves as the always-on connection between the trading desk and the end customer.
Together, those capabilities help hundreds of businesses thrive in one of the world’s most dynamic and volatile industries. We sat down with Justin Schmidt, Director of Wholesale Marketing at Atlas Oil, to learn more about the unique capabilities of Atlas’s team.
Built Around the Customer
“We operate in a mission-critical, price-sensitive business, and the intelligence of our trading desk allows us to make quick decisions and capitalize on opportunities,” Justin explained. “But good service doesn’t end there. We need to be leaders in customer service, after-hour availability, and outbound communication to deliver better outcomes for our customers.”
Even as Atlas has grown into one of the world’s largest fuel suppliers, it has maintained a high-touch approach to customer service that is uncommon for a company of its scale.
Justin said that commitment is best reflected in the fact that customers have a cellphone line to both their fuel marketer and customer success lead. Rather than routing through a generic help desk, customers have direct access to the people responsible for executing transactions and resolving operational issues quickly.
“From our point of view, the more communication, the better. This is the best way to create a real partnership. We have a 24-hour maximum turnaround for every customer service request. If you need your Atlas marketer, you can call us about pricing, access, invoicing, or loading—especially at night or on a weekend—and we’ll get it done,” he said.
For customers, this level of responsiveness is rare and invaluable, particularly in an industry where operations don’t stop after business hours.
How Atlas Solves Problems at the Terminal
One of the most common challenges a wholesale fuel customer faces happens at the terminal.
A truck may have been waiting in line for hours to load, only to reach the rack and discover that card access isn’t working or another operational issue has brought the process to a halt. If it’s after hours, there often isn’t anyone available to resolve the problem. Every minute of delay can disrupt deliveries and throw off an entire day’s schedule.
It’s exactly the kind of situation where being routed through a generic help desk isn’t good enough. Customers need immediate access to someone who understands their business and can solve the problem. Justin said these are the kinds of issues Atlas resolves every day, and that customers consistently point to the company’s responsiveness as one of its biggest differentiators.
“Our customers operate in high-stress environments,” Justin shared. “Our goal is to be an extension of their businesses and help keep them running.”
The Atlas Trading Desk: An Information Advantage
One of the biggest advantages Atlas brings today is its market intelligence. In an industry where margins are tight and prices change overnight, this information helps customers make better purchasing decisions and, in some cases, secure fuel before market conditions shift.
“We’ll be watching locational basis and New York futures after hours, and often a headline comes across that sends the market higher overnight. We know that increase is likely to show up in rack pricing the next day,” Justin shared. “We’ll be available when a customer calls and ask us to hold a certain number of gallons at today’s price so they can lift it tomorrow instead. Those kinds of decisions can save customers a meaningful amount of money, and that’s where our market intelligence really creates value.”
That level of coordination depends on close collaboration between Atlas’s trading and wholesale marketing teams. As the company has expanded its geographic reach and analytical capabilities, those teams have been able to give customers better information and greater flexibility when making purchasing decisions.
Continuing to Invest in Customers
As Atlas continues to grow, Justin expects the company to keep investing in the capabilities that matter most: better market insight, broader supply access, and the responsive service that has long distinguished its business. For the wholesale marketing team, putting service and solutions first will always be the best way to create lasting value for customers.
To learn more about Atlas, read about the company’s ongoing expansion in Latin America.
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