B&J customer profile — legal entity, sub-brands, verticals, geography, sites, leadership
Legal entity
Boucher & Jones Fuels. [Verified] — appears as the customer name across every project document.
Trade names / sub-brands
- Boucher & Jones Fuels — primary B2B and residential brand
- Davis & McCauley Fuels — London-area brand, recently acquired; being absorbed into B&J's digital presence via a transition-page strategy rather than a hard cutover. [Verified —
Davis_and_McCauley_Fuels_to_Boucher_and_Jones_Fuels__Digital_Transition_Audit.md]
Industry / vertical
Petro-Canada authorized wholesale marketer (specific contractual designation, not a generic "distributor" label). Distributes diesel (clear and coloured), furnace oil, propane, gasoline, lubricants, DEF, and specialty fuels. Operates cardlock fuel sites under the Petro-Pass and SuperPass networks. [Verified]
Four customer verticals (first-class in both site IA and CRM data model)
- Agriculture
- Fleet & commercial
- Construction
- Residential / home heating
[Verified — appears across crm_project_plan.docx, BoucherJones_MarketingSite_TechStack.docx, capability-audit-content.json]
Geographic footprint — southwestern Ontario
Nine counties / fifteen named cities served.
Counties: Waterloo Region, Wellington, Perth, Oxford, Middlesex, Elgin.
Cities: Waterloo, Kitchener, Cambridge, Guelph, Stratford, London, St. Thomas, Woodstock, Strathroy, Ingersoll, Tillsonburg, Listowel, Fergus-Elora, Aylmer, Mount Forest.
[Verified — page inventory from pre-launch audit]
Owned cardlock and depot sites (7 total)
- Waterloo cardlock — 155 Roger St
- Cambridge cardlock
- Guelph cardlock — 504 Imperial Rd
- Fergus cardlock
- Stratford cardlock — 191 Frederick St
- London depot — 660 Clarke Rd
- St. Thomas depot — 111 Harper Rd
Stratford and Guelph are documented 24/7 cardlocks with existing Google Business Profile assets. [Verified — pre-launch audit]
Headquarters
Waterloo, Ontario. [Verified]
Years in business
60+ years — "keeping our communities warm for over 60 years." [Single-source — appears in existing creative asset, not externally verified]
Ownership
Michael DeLeye is President of both Boucher & Jones Fuels and Davis & McCauley Fuels. [Verified — Manifold Phase 3 brief names the dual presidency]
Petro-Canada relationship
B&J is a Petro-Canada authorized wholesale marketer. Specific contractual designation, not generic. Surfaced explicitly in new site copy as a credibility anchor. [Verified — pre-launch audit]
Company size
[Unknown] — no documented headcount, revenue, delivery volume, or active-account count. Need Michael to provide. See B&J — known unknowns that need a human conversation or a tool query before publication.