Royal Dutch Shell Plc  .com Rotating Header Image

Earth Times: Motiva Transitions 51 New Orleans Area Shell Stations to Lavigne Baker LLC

Mon, 03 Mar 2008 14:08:22 GMT
Author : Shell Oil Company 
Category : PressRelease 
HOUSTON, March 3 /PRNewswire/ — Motiva Enterprises LLC (Motiva) today announced that southern Louisiana-based Lavigne Baker LLC (Lavigne Baker) will acquire 51 of its Shell-branded retail locations in the greater New Orleans area. All 51 stations will continue to operate under the Shell brand.

“Today’s announcement enables us to provide service to even more New Orleans-area customers, and to help revitalize the local economy,” said Brian Baker, managing member, Lavigne Baker. “Like Motiva, we are committed to assisting in the New Orleans area’s economic recovery following Hurricane Katrina, and we look forward to serving the community for many years to come.”

Based in southern Louisiana, Lavigne Baker is jointly owned by Slidell Oil Company and Lavigne Oil Company, both of which are existing Shell wholesalers. Altogether, Slidell Oil Company and Lavigne Oil Company operate 43 Shell stations throughout Louisiana.

“Slidell Oil Company and Lavigne Oil Company are proven Shell operators, with a history of supporting the New Orleans area and growing the Shell brand,” said Paul Stanifer, South Region general manager for Motiva. “By drawing on its owners’ combined management expertise, Lavigne Baker will help to strengthen and expand the Shell brand throughout southern Louisiana.”

This divestment is in line with Motiva’s publicly stated intent to transition company-owned retail assets to wholesale-supplied locations, in an effort to grow the Shell brand in the U.S. and improve the sustainability of the network in the long-term. According to a confidentiality agreement between the parties, the purchase price cannot be disclosed.

Local consumers can take advantage of rebates on quality Shell fuels by calling 1-877-MY-SHELL or logging onto to apply for the Shell Platinum MasterCard(R) from Citi Cards. The Shell MasterCard currently offers one of the best rebate programs in the industry with a 5 percent rebate on Shell quality fuels and a 1 percent rebate on retail purchases anywhere the card is used.

Motiva Enterprises LLC refines and markets branded products through more than 8,000 branded stations in the Eastern and Southern United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc. There are more than 14,000 Shell branded stations in the U.S.

Lavigne Baker LLC is jointly owned by Slidell Oil Company and Lavigne Oil Company. Based in Slidell, La., Slidell Oil has been a Shell wholesaler for 58 years, with annual volume of about 15 million gallons. The company received Shell and Motiva’s Go Further Grand Award in 2006, in recognition of consistent, exceptional customer service at their Shell-branded stations. Lavigne Oil Company, based in Hammond, La., has been a Shell wholesaler since February of 2006, with annual volume of about 20 million gallons.

Shell Oil Company,299386.shtml and its also non-profit sister websites,,,,, and are all owned by John Donovan. There is also a Wikipedia article.

0 Comments on “Earth Times: Motiva Transitions 51 New Orleans Area Shell Stations to Lavigne Baker LLC”

Leave a Comment

%d bloggers like this: