Tributes paid to boss famed for low forecourt prices

The founder of a petrol station which hit headlines in 2023 for its low-cost fuel has died at the age of 81, the company has announced.

DA Roberts Fuels & Garage Limited in Whitchurch, Shropshire, said managing director David Roberts died at home on Monday.

The firm said he built the business with a customer-first approach, alongside his son Paul and his two late sons, Nigel and Ian.

"Over the years, he employed a huge number of local people and delivered millions of litres of fuel to homes and businesses across the community," they said in a statement.

"He was also always striving to offer the cheapest forecourt prices in the UK, which brought numerous media channels to cover his fair pricing approach."

It was reported in 2023 that drivers travelled for miles to buy fuel from the company, with its diesel a remarkable 22p cheaper than the average cost per litre at the time.

"Dave's loyalty, hard work, dedication, and commitment to both customers and staff will be remembered by all who knew him," they said.

"He leaves behind a lasting legacy within the business and the local area."

A funeral service is due to be held on 28 May at St Alkmund's Church, Whitchurch.

As a mark of respect, the fuel delivery and garage workshop departments of the business will be closed on the day of the funeral.

The forecourt would remain open as normal, the firm said.

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