About me: Conserv Fuel, LLC (Conserv) provides responsible fueling options based on a conservation ethic and the availability of renewable fuels such as biodiesel and ethanol. The company’s pilot filling station is located in the heart of Brentwood on the corner of San Vicente and Barrington. It is the first station in Los Angeles—only the second in California—to offer E85 ethanol, and it is the third to offer B99 biodiesel. The station also offers three grades of gasoline, all of which originate from domestic (California & Alaska) sources of oil. We invite you to experience and support our mission to make renewable fuels more widely available, to promote efficiency and sustainability, and to bring “alternative fuels” into the mainstream.
The Conserv Fuel mantra of Reduce, Refuel, Renew also defines our business philosophy:
Reduce your emissions by driving the most fuel-efficient vehicle that can support your lifestyle and career. And drive it responsibly.
Refuel at a filling station that offers diverse and responsible choices in how you power your vehicle—a station that shares your refueling values.
Renew the energy you consume and neutralize the CO2 emissions you generate by opting for renewable fuels, driving a hybrid-electric vehicle, and/or purchasing carbon offsets.
CONSERVATION TIPS
How you drive and the practices you adopt are just as important as the type of car and fuel you use. The first step in the Conserv mantra is to reduce. “Reduce your emissions by driving the most fuel-efficient vehicle that can support your lifestyle and career. And drive it responsibly.”
Studies have shown that by following the tips listed below, average drivers can reduce the amount of fuel they use by as much as 25%.
1. Anticipate traffic conditions, and accelerate and decelerate smoothly—it’s safer, uses less gas, reduces brake wear, and, on average, gets you to your destination just as quickly. 2. Avoid excess idling in non-traffic situations. For example, consider parking your car and going inside instead of using “drive-up” lanes. 3. Today’s engines don't need to be warmed up in the winter. Prolonged idling creates excess emissions and wastes fuel. 4. Observe the posted speed limits—it’s safer and saves gas. The EPA estimates a 10-15% improvement by driving 55 instead of 65 mph. 5. Properly maintain your vehicle and replace your air filter as recommended. 6. Keep your tires properly inflated to the recommended pressure—this alone can reduce the average amount of fuel you use by 3-4%. Plus, in California it is every gas station’s obligation to provide free air. If you don’t have quarters, request the attendant to turn on the air. 7. Maintain a steady speed. Using cruise control on the highway is ideal (except in hilly terrain), because it decreases gas pedal activity. 8. Use your heater and air conditioning selectively to reduce the load on your engine. 9. Avoid “topping-off” the gas tank when refueling. Overfilling your gas tank could result in spilled gasoline that contributes to air pollution when it evaporates. 10. Remove excess weight. Unnecessary weight (unneeded items in the trunk for example) makes the engine work harder and consume more fuel. 11. Plan and consolidate your trips. This will enable you to bypass congested routes, lead to less idling, fewer start-ups and less stop-and-go traffic. Whenever feasible, share a ride and/or carpool.
Founder and CEO
Kristopher Moller has worked in petroleum retail and distribution for most of his life. His family’s company, USA Petroleum Corporation, was California’s largest independently owned gas station chain until 2007 when it sold to a major domestic oil refiner. Mr. Moller worked at all levels of the business in both the United States and the Dominican Republic. In early 2006, he introduced biodiesel (B99) at locations in the Pacific Palisades, Marina del Rey, Santa Barbara, Ventura, and Santa Cruz. These became the first and only B99 retailers in each market. Prior to USA’s sale, Kris negotiated the acquisition of a single, key location in the center of Brentwood and from it launched Conserv Fuel, LLC. Mr. Moller received a bachelor’s degree in history from the University of California at Santa Barbara and a Masters in Energy Management & Policy from Columbia University.
VP of Marketing
Rob Reed is a journalist, author, and entrepreneur with extensive experience in biofuels marketing. Most recently, he implemented national marketing systems and strategies for the BioWillie biodiesel brand and functioned as the company’s official spokesperson. Independently, Mr. Reed initiated a partnership with Julia Roberts to broaden national awareness for biodiesel and has consulted for companies of various sizes in the media, automotive, energy, and fashion/fragrance industries. As a journalist, his work has appeared in National Geographic Adventure, Men’s Journal, Stuff, and Outside magazines. Mr. Reed has written two books: The first is a guide to Arizona mountain biking, now in its third edition. The Way of the Snowboarder (Harry Abrams Books) was published in 2005 and covers the history and people of snowboarding. Mr. Reed received bachelor degrees in philosophy and political science from the University of Arizona.
VP of Distribution & Logistics
Sean O’Rourke has more than 10 years’ experience in over-the-road transportation, including work in heavy construction equipment logistics, the moving and storage industry, and the live event tour business. He most recently served as vice president of San Francisco-based Roadshow Services Inc., one of the music industry’s top trucking vendors. At the firm, Mr. O’Rourke managed trucking contracts for clients ranging from Bruce Springsteen and Lollapalooza to IBM and Microsoft. Most notably, Mr. O’Rourke is a pioneer in providing biodiesel fuel and logistics to concert tours including Pearl Jam, Crosby, Stills and Nash, Jack Johnson, Bonnie Raitt, and Melissa Etheridge among others.
Station Manager
Joy Cernac has worked for an array of environmental non-profits. In her native Kentucky, Ms. Cernac assisted in the efforts of two land trusts to preserve forest, farm, and parkland. Additionally, she compiled toxic chemical data for an environmental justice organization dedicated to decreasing air pollutant concentrations in residential areas bordered by industrial complexes. At Oberlin College, she wrote the proposal for and achieved a ban on pesticide use, as well as aided the adoption of a campus sustainability policy which, in part, specifies green fleet purchases. In California, Ms. Cernac has worked for Environment California, Global Green USA, and Greenpeace USA and assisted in the adoption of substantial global warming solutions and implementation of other environmental legislation. She is a contributing author to Sebastian Copeland’s book: “Antarctica: The Global Warning”. Ms. Cernac holds a bachelor’s degree in environmental studies from Oberlin College.
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