For more information contact Mary Schmidt
Phone: 920-284-7165
Email: mkschmidt@centurytel.net
Name change reflects growth in firm’s business focus
U.S. Oil Co., Inc. has announced that it is changing the parent firm’s trade name to U.S. Venture (http://www.usventure.com), effective June 14, 2010. The new name reflects the company’s growing business diversification, long-range strategic vision, and entrepreneurial spirit. The naming change affects the firm’s three business divisions as follows:
* The firm’s petroleum operations, which include storage terminals, and wholesale and branded petroleum product distribution, will continue to operate under the name U.S. Oil (http://www. usoil.com).
* The firm’s tire and automotive parts division will continue to operate under U.S. AutoForce, the division’s existing name.
* The firm’s lubricant solutions division that services transportation, industrial, and commercial markets will operate under U.S. Lubricants, the division’s existing name.
“Over the years, our business divisions have evolved to represent much more than solely petroleum operations,” said CEO John Schmidt. “Our successful business diversification and growth in related services drove the need for better defining who we are to our associates and customers.”
The firm was founded in 1951 under the name Schmidt Brothers Oil and in 1954 was changed to Schmidt Oil Co. In 1966, the name U.S. Oil Co. was launched and subsequent growth included multi-faceted fuel operations with terminals in Madison, Milwaukee, Green Bay, and Western Wisconsin. During this time the company also steadily grew its distribution and marketing businesses in the automotive aftermarket and lubricants. By 2008, U.S. Oil’s markets reached the Eastern, Midwest, and Western states and was on Forbes’ list of largest privately held companies.
The corporation’s new logos will retain the well-recognized “U.S.” with star trademarked design. According to Marketing Director Jeff Van Brunt, the new parent name embodies the qualities associated with entrepreneurial spirit of the company. “The name also aligns with our customer promise of ‘finding a better way’ which challenges team members to constantly find creative solutions for our customers,” Van Brunt said.
The firm is currently completing construction on a new corporate headquarters in Kimberly, Wisconsin, which will open in mid-June 2010. The new building features many sustainable features and will house approximately 200 employees.
U. S. Venture, Inc. is principally a distributor and marketer of petroleum products, automotive parts and tires, and lubricants. With headquarters in the Fox Valley, the company currently employs one thousand associates.
