Gen7 surprises customers with $1 gas at grand opening

April 29, 2025

Canada’s only 100 per cent Indigenous-owned retail gas and convenience store chain has expanded its footprint in the South Okanagan, with three new stations in Osoyoos, Oliver, and Penticton holding official opening ceremonies on Wednesday.

Senior management from Gen7 Fuel attended all three events following the signing of long-term partnership agreements with the Osoyoos Indian Band and Penticton Indian Band.

The Penticton location, which opened several months ago in 2024, became Gen7 Fuel’s first operation in British Columbia.

“All Gen7 stations are locally owned and operated in their respective communities,” said McLeod. “Our role is to provide startup capital, training, operational support, marketing, and other essential services.”

To mark the grand openings, Gen7 offered a promotional price of $1 per litre for regular gasoline at each new station for a three-hour window.

In Penticton, news of the promotion spread quickly on social media, resulting in long lineups stretching onto Green Mountain Road and the intersection at Penticton Channelway between noon and 3 p.m. Gen7 staff were on site to direct traffic and ensure safety during the busy period.

The Penticton outlet, located on PIB land on Green Mountain Road, sits just metres from the Penticton Channelway.

“It’s truly an honour,” said Landon Miller, Vice-President of Development and Vision at Gen7. “This represents what we call economic power. We’re doing this under the leadership of the Penticton Indian Band. It shows what we can achieve when we work together.”

Beaming with pride before the ribbon-cutting, Adam Eneas, former Chief of the PIB, addressed the crowd.

“Over 35 years ago, I had a dream and opened a small gas station here. We’ve completely rebuilt it into this great, modern facility we see today,” he said. “We’re proud to partner with Gen7 from back East—an all-Indigenous company. It shows how trade and commerce can flow tribe to tribe across Canada. We’re happy to be with them. They’ve supported us every step of the way.”

Chief Greg Gabriel praised Eneas and his family for making the deal happen with Gen7 Fuel.

“The fact that three Indigenous-owned stations held grand openings in three South Okanagan communities on the same day is incredibly impressive,” said Gabriel. “That’s what First Nations entrepreneurship is all about.”

Gen7 Fuel has also opened a support office in Kelowna to help manage its growing operations across the province.

When Gen7 entered the Penticton market, the average fuel price dropped by 10 cents per litre. McLeod expects similar impacts in other communities as competitors adjust to Gen7’s pricing model.

OIB Chief Clarence Louie said he is looking forward to a long and productive relationship with Gen7 Fuel.

“We take pride in seeing our brothers and sisters succeed in business,” said Louie. “Gen7 Fuel is a perfect example of that success. Their values, track record, and commitment to Indigenous partnership align closely with the OIB’s vision for long-term prosperity.”

“One of the biggest improvements—and something we’re very proud of—is that under this new direction, we can now offer our members their full tax exemption on all fuel purchases,” said Louie.

“It’s a right they deserve, and we’re proud to deliver on it.”

This article originally appeared in the Penticton Herald by Keith Lacey – Apr 27, 2025:

https://www.pentictonherald.ca/business_news/article_5b5c60cd-b8d4-4a01-ab1c-ad4498b70a2b.html

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