Gen7 Fuel opens in Penticton with promise to give back to community

April 25, 2025

Gen7 Fuel is bringing more than affordable gas, unique products and a loyalty program to the Okanagan with its new location, Gen7 Silver Grizzly, in Penticton.

It is also bringing a mandate to support the community that surrounds it.

The gas station and convenience store, which is located on Penticton Indian Band land and owned by the Eneas family, will operate under the Gen7 Fuel banner. Gen7, which has five locations in Ontario, is Indigenous-owned and operated, and combines its resources to purchase quality fuel at reasonable prices with its ever-increasing volume of fuel sales.

“Our business model allows us to sell at a lower price because of the volume,” Gen7 co-owner and brand ambassador Gary Williams says. “That benefits not only people on the Penticton Indian Band but also non-Penticton Indian Band members as well as your everyday Canadian.”

You do not need a status card to patronize the business. Everyone is welcome.

To further support their customers, Gen7 Fuel offers a generous loyalty program. Customers can earn two cents per litre and 2% back on tax-free convenience items daily, and four cents per litre and 4% back all day on Tuesday. The company’s loyalty card can be used for any in-store purchase, not just gas, making it a versatile tool for customers to make their dollar go further.

The Gen 7 Silver Grizzly convenience store offers standard convenience store items. But it boasts one-of-a-kind, Indigenous-themed items you will not find anywhere else. Gen7 Fuel will be demolishing the existing store and building a new, 3,500 square-foot convenience store on the property. It will be adding more dispensers to increase volume and offer better traffic flow, all to provide better service.

“Every store can be unique as to what they offer,” Williams says. “The Gen7 Silver Grizzly in Penticton has a variety of moccasins, hand drums, mukluks, jackets, hats—all quality stuff. When you walk into that store in particular, it’s a nice atmosphere and the staff are friendly.”

Gen7 has a community give back program that is based on seven pillars: athletics, education, environment, community, culture, governance and well-being. Williams says Gen7 Fuel supports initiatives and activities within the areas they serve. While the Eneas family will ultimately determine where to put its community give-back dollars—they are aware of what is needed within their community—Williams says Gen7 Fuel has supported hockey teams and events due to the positive impact it has on youth. The company is also looking to sponsor outdoor camps in an effort to connect youth with nature.

Gen7 refers to the Seventh Generation Principle dating back to The Great Law of Iroquois Confederacy. It is based on the philosophy that decisions we make today impact seven generations into the future. To that end, the company also takes extreme pride in its role when it comes to reconciliation.

“For me personally, I find this a great opportunity for us to initiate reconciliation—not wait for it to be granted to us,” says Williams, who adds more Gen7 Fuel locations will be coming to B.C in the near future.

“Sovereignty is an important thing to me, and to be involved in a business that allows us to share in the bounty of the land is important to me.”

Gen7 Fuel, which is located at 107 Green Mountain Rd. in Penticton, is open from 6 a.m. to 10 p.m. daily.

This article originally appeared in Castanet – Aug 30, 2024:

https://www.castanet.net/news/Think-Local/504081/Gen7-Fuel-opens-in-Penticton-with-promise-to-give-back-to-community

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