The Conserv Fuel Story

Conserv Fuel, LLC represents a new chapter in a family business legacy that dates back to the 1950s and starts with a Danish immigrant’s pursuit of the American Dream.

“Fifty years ago, my father, his two brothers, and my grandfather emigrated from Denmark to California,” says Conserv founder and CEO Kristopher Moller. “One of the first jobs they landed was working at an independent service station in a small town east of Los Angeles. After decades of dedication and hard work, my father built USA Gasoline into the largest independent gas station chain in the state.”

In May of 2007, the entire USA Gasoline chain, except for a single location in Brentwood, was sold to a major domestic oil refiner. From that single location, however, the vision for a new type of fueling station was born. Conserv Fuel, then, is the rebirth of a family tradition and the evolutionary next step for an industry in need of modernization. It signifies a new direction in how we power our vehicles and operate our businesses. It is the first filling station in L.A. where drivers can find the fuel alternatives they want from a company that shares their values of quality, conservation, and sustainability. Conserv Fuel is a new energy company with a great history and a commitment to a new type of American Dream.

Management

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.