About us

The Yellow Story

Yellow was created with a simple yet powerful idea: fuel stations could be so much more than a stop for gas. They could be dynamic, welcoming spaces that serve as the heart of a community while delivering top-notch quality and unparalleled customer service. With this vision, Yellow was founded as a symbol of innovation, inclusivity, and trust.

About Convenience Land

Based out of Kamloops, BC, Convenience Land owns and operates over 20 gas stations across British Columbia and Alberta. Founded in 2022, Convenience Land has quickly established itself as a prominent player in the fuel and convenience industry, offering exceptional service and a community-first approach. Yellow is one of its flagship brands, embodying a commitment to excellence and community connection.

The Birth of a Bold Idea

The inspiration for Yellow came from noticing a gap in the industry—a lack of fuel brands that put people at the forefront while offering a unique identity. Vikram & Tejbir, the founders of Yellow, brought with them a passion for entrepreneurship and over a decade of experience in the fuel industry. Their drive to create something remarkable led to the development of a brand that truly connects with its customers.

The Customer-Centric Approach

At its core, Yellow operates on three simple principles:

People-First

Every decision revolves around creating the best experience for customers. From friendly staff to clean facilities and modern conveniences, it’s all designed with people in mind. 2. Innovation in Design: Yellow Fuel stations go beyond

Innovation in Design

Yellow Fuel stations go beyond standard utility to become welcoming hubs. State-of-the-art pay-at-the-pump systems, advanced technology, and eco-conscious materials reflect the brand’s commitment to innovation and sustainability.

Flexibility in Service

Yellow Fuel listens to its communities, tailoring services to meet local needs. Whether it’s adding a quick-service restaurant, a vape shop, or essential convenience items, the brand evolves to fit what its customers want.

Breaking the Mold

Yellow Fuel’s identity is rooted in offering more than fuel. The brand incorporates modern aesthetics, such as sleek pylon designs and bright, well-organized interiors. However, what truly sets it apart is the attention to individuality. Each location reflects the local community it serves, blending seamlessly into its surroundings while standing out with its iconic brand presence.

Connecting Communities

Yellow Fuel isn’t just about business; it’s about belonging. By employing local talent, sourcing from regional suppliers, and supporting community events, the brand weaves itself into the fabric of the neighborhoods it operates in. The focus is on cultivating genuine relationships, from the townspeople to small businesses looking for support.

Looking Ahead

Yellow’s vision for the future includes expanding its presence while staying true to its core values. Growth for the sake of growth isn’t the goal; instead, Yellow Fuel aims to grow smart, ensuring that each station delivers the kind of service and quality that earned its reputation in the first place.

Yellow is more than just a fuel brand; it’s an experience that ignites energy, community, and progress with every stop. By turning gas stations into destinations, Yellow Fuel challenges the ordinary, offering an extraordinary take on what fueling up should feel like.

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