Maxol launches carbon offsetting programme for new premium fuel range

Brian Donaldson, CEO of The Maxol Group with Kausalya Gibson of The Conservation Volunteers with young volunteers Freya and Casey Turnbull in the wheelbarrow and Sophie Quinn

Company to plant 10,000 trees for 10,000 people in Ireland as part of programme, which will see it purchase offsets across a variety of global carbon offset projects to neutralise its environmental impact



28 October 2020

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The Maxol Group has announced a carbon emissions offsetting programme that aims to support a number of green initiatives both at home and globally. These include the planting of 10,000 trees across the island of Ireland, local community projects and global projects designed to offset carbon emissions, including fuel emissions.

In a press statement, Maxol said the programme is being launched to help balance out the environmental impact of its new Premium fuel range, currently rolling out across its network. Maxol Premium is a better fuel option for the environment with fewer pollutants and contains a deposit control additive that reduces build up in the engine, while improving power and acceleration.

Launched in conjunction with international sustainability company GreenPrint, the programme is the next step in the forecourt retailer’s journey towards reducing its carbon footprint.

The Premium fuel range is currently available in 15 forecourts with plans to roll out to 40 forecourts by the first quarter of 2021.

So how does it work?

Maxol’s Carbon Neutral Programme purchases offsets across a variety of global carbon offset projects to neutralise its environmental impact. For every litre of Premium fuel bought at Maxol, the group calculates the carbon emissions created and offsets them at 100%, through investments in certified carbon offset projects around the world and local environmental initiatives across the island of Ireland. In addition, 10,000 trees will be planted in Ireland over the next two years in collaboration with Trees on the Land Initiative.

“Environmental issues have never been so pertinent,” said CEO Brian Donaldson, “and all of our green initiatives, including the recent launch of bright energy, are part of our group’s journey towards a more environmentally sustainable company. The transition will not happen overnight, but we are taking important steps to get there.

“Maxol Premium is currently our best fuel option in terms of sustainability,” Donaldson added. “We’re not saying that the greener option is carbon free, but it is more environmentally friendly, offers better fuel economy and has fewer pollutants.

“In addition, the green projects we are supporting help to negate, or balance out, the carbon emissions from your tailpipe,” he said. “Some of the projects such as the wind farm projects will have an immediate impact.  Others, such as the tree-planting are more long-term, but they are all focused on reducing our collective carbon footprint.”

Maxol’s long-term environmental strategy has already seen the company introduce 100% recyclable deli packaging, 100% compostable single-use cups and lids. Maxol also harvests rainwater for its carwashes, has invested significantly in installing compostable and recyclable bins, and encourages customers to reuse keep cups by offering a 25c discount on hot drinks.

“Sustainability is a journey where small positive actions over time lead to great impact,” added Pete Davis, CEO of GreenPrint. “We are proud to partner with Maxol to bring their Carbon Neutral Programme to the island of Ireland and help them build a bridge to a more sustainable future.”

The latest announcement comes at a time when Maxol is marking its centenary year in Ireland. It follows the launch of bright energy earlier this year by Maxol, in partnership with Evermore Energy. Bright is a 100% green energy company, providing electricity to homes in Ireland and a huge step in the creation of a more sustainable business model for Maxol.

Offset verification

The programme invests only in certified carbon offset projects that meet strict scientific protocols. They also must meet six qualifications: they must be quantifiable, verifiable, auditable, registered, permanent and additional, which means the carbon offset is not counted twice. In order to be additional, the project’s emissions reduction must be dependent on the funding of carbon offsets, ensuring that the offsets are not redundant.

The entire carbon offset process is annually validated and attested to by a leading international Big 4 accounting firm. Carbon emissions are calculated by the litre, based on carbon coefficients sourced from groups like the EPA (Environmental Protection Agency) and EIA (Energy Information Administration). 

Some of the projects

Global projects: The company is contributing to a diverse portfolio of certified projects including wind farm projects in Bulgaria and Inner Mongolia, which produce electricity from a renewable energy source and promote the sustainable development of the regions.

Scotland: Maxol will support reforestation projects that lead to the creation of new woodlands.

Ireland: 10,000 trees will be planted in Ireland over the next two years in collaboration with Trees on the Land Initiative , a cross-border programme working to establish young native trees in rural and urban areas that will grow for many years and provide valuable resources, beneficial ecosystem services and a lasting legacy for future generations. The 10,000 trees are being planted on behalf of the people of Ireland and Maxol is kickstarting this element of the campaign by planting and dedicating 1,000 trees to its employees. The company is also inviting the public to nominate someone special, on whose behalf they will plant a tree. For more details on how to dedicate a tree to a friend, family member or local hero, check out

Maxol will also support local community projects with Crann Ireland which was established to raise awareness for the environmental importance of trees, hedgerows and woodland.





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