RUBIS invests over half a million US dollars in Dominica

A RUBIS gas station
A RUBIS gas station

CEO of RUBIS Caribbean, Mauricio Nicholls, has said the US$ 600,000 pumped into its Dominica investment will add a fresher and more appealing look to six out of nine service stations acquired by the company.

Rebranded fuel dispensers, new air pumps, upgraded forecourt lighting, new canopy design and a pleasing uniform for staff is said to be a worthy investment that will totally transform the stations from captain down to cook.

“And we are sure that it will pay off because customers really like it and when they like our brand, we will start seeing positive movements in the volumes at our service stations, we will see a return in investment,” Nicholls said at the press conference held at the Fort Young Hotel on Thursday.

Nicholls described the investment in Dominica as substantial but important.

“We took our time because we wanted to have the right amount of financial and human resources,” he stated. “So it’s really quite successful to give birth to a brand across the Caribbean and here in Dominica and hopefully in one year, two years, it will become the iconic preferred fuel brand.”

He noted that it was a bit difficult in Dominica because material, which could not be sourced locally, had to be imported.

Additionally some of the sites were expensive, since they needed structural repairs.

He pointed out having the Rubis brand was the right thing to do.

“We have close to 200 service stations in the Caribbean and when we acquired these businesses, we basically had two major brands,” he explained. “So they were operating here under the Shell brand, or under the Texaco brand. But we truly believe that having our own brand is really the right way and the right decision for the company … after we completed the acquisition, we engaged in our rebranding process to eventually get to all markets.”

Meantime, Country Representative Nicholson Dodds mentioned that the company will soon be installing a much needed roof for a Pre-School in Wesley.

“The children are sitting in a classroom, imagine with this hot sun with no ceiling, exposed rafters and galvanize, you know how uncomfortable that can be …no ceiling fans, no air condition,” he said. “We at Rubis undertook to have the ceiling installed and also our employees are going to get into that project, we hope to execute within the next few weeks. So that is one of the immediate projects that we are undertaking, and we see it very important as a social partner.”

The value of that project is estimated at about $3,000.

The company also launched a new line of lubricants, Total, and a brand new fuel additive, Ultra Tec.

RUBIS (as in the gem Ruby or Rubies) is an established French based international private limited company. It was founded in 1990 and specializes in the downstream petroleum and chemicals sector, operating bulk liquid storage facilities for petroleum products and chemicals.

The company operates in 16 territories namely, Antigua and Barbuda, The Bahamas, Barbados, Bermuda, Cayman Islands, Dominica, French Guiana, Grenada, Guyana, Jamaica, St. Lucia, St. Vincent and the Grenadines, Guadeloupe, Martinique, Trinidad and Tobago and Turks and Caicos.

It manages a network of 230 service stations in the region and employs over 350 people, with a total of nine in Dominica.

The re-branding across the Caribbean began a year and a half ago.

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27 Comments

  1. Intellect
    May 11, 2014

    Alas…. I must say the majority of people posting on DNO are very close to illiteracy. They said that there was no CEILING. Of course there was a roof. The fact that there were no CEILINGS meant that no ceiling fans. The exposed rafters and galvanize with no ceiling, would conduct the heat of the sun and the place would therefore be hot during the hot days. This is what was said. Those illiterate people who interpreted this as there was no roof above the children’s heads I am not surprised. you seem to have a mental block for anything you think will be points against the labor Government.

    If you would know, ceilings are not very common in Dominican architecture (mainly in recently built houses). How many houses have ceilings??? Most people just have a roof, you can stay inside and see the galvanize…. Especially wooden houses. So i do not see why this is attracting so many ” Malgre sa” comments.

  2. nit
    May 9, 2014

    the gas station looks very pretty and attractive!!

  3. Um
    May 9, 2014

    No no no no…. What you labourites supposed to ask yourselves is…. A 27 million dollar state house vs 3000 dollar roof for a school…. Labour is really Labour is really working!!!!

  4. Jackie
    May 9, 2014

    please people not everything has to be political. welcome Rubies and that’s it

  5. mee mee
    May 9, 2014

    thanks god for Papa Skerro, lord knows if it wasn’t for Skerrit, this wouldn’t be possible. how can we put a novice to run dominica. Skerrit kudos for allowing Rubis to set up shop, you had the vision and foresight to negotiate them to set base in Dominica. Skerrit should be in holy books for his good heart.

  6. smh
    May 9, 2014

    But how did the argument turn political so fast? No one is paying much attention to the large investment but rather to the article about the school. People there’s a time and place for everything. Not everything has to be political. Kudos to Rubis for their confidence in our economy. Welcome and we hope you expand your human resource in the near future.

  7. Affa
    May 8, 2014

    Foreign investment like Rubis is long overdue, but thanks to Domlec there would be more compaines investing in Dominica were it not for the cost of electricity. I do hope Domlec doesn’t bring Rubis to its knees like it has done to others including the stiffling of manuffacturing in Dominica. That’s the culture they have created.

    • John
      May 9, 2014

      Are companies in Dominica like this allowed to generate their own electricity and if no why not? It seems that Domlec needs competition make it hurt in the wallet then they may lower their electric costs. But unfortunately the people who have no choice but to use Domlec will get the SHAFT when they raise prices to make up the difference all greed. It happens in other countries too utilities screw the people who have to use their electricity.

  8. MY 2 CENTS
    May 8, 2014

    Labour Ka Twavay

  9. Michael
    May 8, 2014

    Welcome. Rubis, to Dominica. I have read about your parent company and was very much interested in its reach into the Caribbean and Central America. Some of these retail outlets really needed a facelift. I hope the quality of customer service will improve as well. This is very important to the bottom line. All the best in your business endeavours in the Caribbean and more particularly in Dominica, Rubis.

  10. Anonymous
    May 8, 2014

    Some of You people so foolish you all think that Rome were built in one day. You all expect the government to do everything in a blink of a eye (nonsense)

    • Library
      May 9, 2014

      That is why they had all those years. Not yesterday they were voted in. Have we forgotten already? Or are we wearing a badge of honor?

  11. hmmm
    May 8, 2014

    I will have to concur. What a shame on these people. Priorities are all skewed.

  12. faceup
    May 8, 2014

    Skerro and his Government got to go! imagine they allow children going to attend school without a good roof on there head and they saying Labour ka travail, travail What??? LABOUR MUST GO !!!

    • Beauty
      May 8, 2014

      faceup read the headlines of the Ariticle “Rubis…….” read read read before commenting

  13. i must speak
    May 8, 2014

    shame shame shame…..poor kids trying to learn having to take the full brunt of the sun, wind and rain.

    but their parlrep saying about Yes We Care?! care for who?????

    • Hamilton Joseph
      May 9, 2014

      Let me add my piece to these stupid comments about you stupid and ignorant and foul headed brainwashed persons who do not understand .What does a building has to do with a child’s learning ,people like W.S.Stevens ,E.O.Leblanc. and many others like themselves did not have these modern buildings some with air conditions etc.and they achieved and were great Dominican’s.Today you have all of these and you still have drop outs at these modern school buildings ,and I do know of children who have gone to that same school and have excelled.

      • Intellect
        May 11, 2014

        Hamilton, they simply do not understand what they read.

        That is illiteracy to a certain degree…… When you can read but you cant understand what you read……

  14. CIA on the Watch
    May 8, 2014

    Thats how Labar ca twavay? No roof over the children heads in a class room? eh ben Labar passa twavay.

    • john
      May 9, 2014

      When you depend on the government to do everything
      then you are what is wrong with Dominica.
      This is 2014 and people have been sending their kids to school
      there for years, there is a village council, there are churches,
      there are many villagers living all over the world so all these
      groups of people can’t get together to raise 3000.00 for the
      repairs? people have to come together as a community.
      Soon you will be asking the government to spoon feed you.
      I have never heard so many complainers. Find some way
      to help even if you don’t have money you can donate your time
      and make your island proud.

    • Intellect
      May 11, 2014

      Since when a CEILING is the same as a ROOF. I’m so sorry for you people………

      Its a shame that you are able to post comments on a blog but do not know that a roof is not the same as a ceiling……

  15. listening
    May 8, 2014

    Gloria Shillingford cannot get her GOVT to put a roof costing 3000 dollars so our pre-school children can have a comfortable environment to learn?…NOT LONG!!!!!

    Thanks to Dodds and Rubis Caribbean!!!!

    • hmmm
      May 8, 2014

      Will have ro agree with you on that one. Shame on these people.

    • Let's Blame Skerrit
      May 8, 2014

      Less we forget, when the UWP was in power (the Government ) between 1995-2000 things were so perfect in Dominica that Jesus Christ left heaven to reside in Dominica.

      They had made everything so perfect that God spoke to Jesus and order him to reside in Dominica for he won’t miss anything in heaven under a UWP government.

      Guess they are again trying to convince God that things will be even better for him and Dominicans. Know what, God took them out that very reason yet they are still trying to fool God. Keep trying UWP advocates to convince God.

    • Intellect
      May 11, 2014

      Do you know the difference between a ROOF and a CEILING??????????????

      I guess not.

      So i guess…when it rained the kids have to stay home? Do you really think there is a preschool in Dominica with no ROOF?

      You people are pathetic.

  16. Ben Dover
    May 8, 2014

    “The children are sitting in a classroom, imagine with this hot sun with no ceiling, exposed rafters and galvanize, you know how uncomfortable that can be …no ceiling fans, no air condition,” he said.

    That is Dominica for you, yet the DLP dishing out $200 per head to attend its Sen Joe rally.

    Yes, we red, red, ready

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