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Truckstop Travels: Liberty Petroleum Focuses on the Details

Posted in: Truckstop Business, Truckstop Travels

Editor's note: Darren Schulte, NATSO vice president of membership, frequently visits NATSO members to review their locations and offers impactful merchandising and operations improvements. Contact Schulte at or (915) 526-5820 to learn more about the costs and details of this service.

#1 Attention to Detail Photo.jpg

Gerald Danniel, chief operating officer of Liberty Petroleum Distributors, has an eye for detail, and that level of attention shines through at the company’s many locations. 

#2 Stores Are Immaculate.jpg

The stores are immaculate. Everything is neat and organized. The attention to detail is obvious from the pumps outside of the store to the food service inside.

#3 Food Service Appealing.jpg

I have visited numerous Liberty locations, this particular day it was Duncannon, Pennsylvania, and it was the picture of perfection. This type of execution is a credit to executive leadership teaching, mentoring and educating mid-level leadership and store personnel the importance of fully understanding what the role of the operator is. That is to execute the company’s policies and procedures. The products are all displayed beautifully, and you don’t find a lot of out-of-stocks or merchandise that isn’t placed properly.

#4 Picture of Perfection.jpg

The location’s food service is particularly appealing as it covers the different type of customers who trade with Liberty. From the Hershey branded milk shake maker, Tim Hortons, Burger King to their grab-and-go sandwiches and tasty pastry program. Liberty has their demographics properly blanketed.

#5 Not Everyday is Perfect.jpg

I know not every day is perfect, but you get the feeling at this location that everything is important. Liberty Petroleum Distributors operates 22 retail travel plazas, convenience stores, truckstops and fast food restaurants. 


/// Did you know most weeks you can find me visiting a NATSO member truckstop location, spending three to four days, using my merchandising and operations expertise to help them grow their business? I periodically share about those great retailers I visit here on the blog. Read more Truckstop Travels here.   

Photo Credit: Darren Schulte/NATSO

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About the Author

Darren Schulte

Darren Schulte

Darren Schulte serves as Vice President of Membership at NATSO. In this role, he directs recruitment, retention and customer service for truckstop and travel plaza members. He is also responsible for developing NATSO products and programs, particularly those relating to education, research and training for truckstop and travel plaza operators.

Schulte also leads NATSO's Profitable Retail Review program. A Profitable Retail Review is a custom assessment of your truckstop, including recommendations for every aspect of your facility, from actionable ideas to improve revenue to tactical ways to improve your net operating costs. Learn about NATSO's Profitable Retail Review program here.

Schulte joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising. Schulte has worked for: 

  • Love's Travel Stops and Country Stores,
  • HESS Corporation, 
  • Petro Stopping Centers, and
  • TSC Global/Barjan LLC.