By Daphne Uduneje
Mizar Energies, the retail fuel brand of Mizar Eridanus Energy Limited (MEEL), has received the Award for Excellence in Consumer Value and Transparency at the 2026 Annual Brands and Marketing Conference and Awards organised by the Brand Journalists Association of Nigeria (BJAN), highlighting the growing importance of product integrity, accurate fuel measurement and service reliability in Nigeria’s downstream petroleum market.
The recognition, presented at the conference held in Lagos on November 6, comes barely a month after the company entered the petroleum retail market with the launch of its first filling station along the Lagos–Badagry Expressway.
The award also provides an early endorsement of the company’s strategy to differentiate its retail operations through transparent pricing, verified product quality and dependable supply at a time when consumer confidence remains a major consideration in the downstream sector.
Speaking on the recognition, Richard Arokoyo, Head of Commercial and Operations, Mizar Eridanus Energy Limited, described the award as an important affirmation of the company’s commitment to accountability and measurable consumer value.
He explained that Mizar Energies’ retail proposition draws on more than 15 years of experience supplying petroleum products to businesses in the logistics, energy, pharmaceutical, manufacturing and food sectors.
According to him, the company’s experience serving corporate customers has established accuracy, reliability and transparency as essential operating principles, which it is now extending to individual motorists.
“Business customers don’t give you credit for good intentions. They check the numbers, and they stay only if every litre is delivered as promised and every price is clear. That’s the standard we’ve worked to, and it’s the only way we know how to work,” Arokoyo said.
He added that individual motorists deserved the same accountability and service standards expected by corporate customers, irrespective of whether they were purchasing fuel for commercial fleets or private vehicles.
The company’s consumer-focused strategy rests on three key commitments: accurate fuel dispensing, verified product quality and reliable stock availability.
Mizar Energies dispenses Premium Motor Spirit (PMS) and Automotive Gas Oil (AGO), serving private motorists, commercial transport operators and long-distance travellers.
To strengthen consumer confidence, the company says its dispensing pumps are calibrated and sealed in line with Nigerian Midstream and Downstream
Petroleum Regulatory Authority (NMDPRA) requirements, with quarterly verification procedures to maintain measurement accuracy.
It also subjects products received at the station to quality checks against supplier certificates before approval for sale. Established sourcing relationships and logistics infrastructure, according to the company, support inventory management and consistent product availability.
These measures are particularly significant in a market where concerns over inaccurate dispensing, product quality and supply disruptions continue to influence consumer experience.
Benjamin Ekwerelam, Group Chief Executive Officer, Mizar Eridanus Holdings Limited, said transparency and operational consistency would remain central to the group’s retail expansion.
“What you pay for is exactly what you get — a litre from us is a litre, accurately measured and properly tested, every time.
That is the standard this group is built on, and it is the standard we are carrying into every Mizar Energies outlet we open,” he stated.
Beyond its retail operations, Mizar Energies is leveraging its existing petroleum sourcing, trading, storage and distribution capabilities to establish a more integrated business model, extending its activities from supply to direct consumer sales.
The company plans to expand its retail network progressively, beginning with Lagos and other commercially strategic locations in the South-West before extending to other parts of the country.
The expansion, it said, would be guided by commercially viable locations, operational efficiency and the need to maintain consistent product and service standards across its outlets.
Meanwhile, the BJAN conference, themed “Advertising in Nigeria & AI: Who Needs Creative Agencies Anyways?”, featured Lolu Akinwunmi, Group Chief Executive Officer of Prima Garnet Africa, as keynote speaker.
Drawing on more than four decades of experience in advertising, Akinwunmi examined how artificial intelligence is reshaping marketing communications, consumer engagement and the traditional role of advertising agencies.
He observed that AI-powered applications could increasingly perform functions such as consumer research, copywriting, creative development and strategic analysis, challenging agencies to demonstrate greater relevance through professional judgment, strategic thinking and measurable business outcomes.
According to him, the future of advertising would depend less on the volume of communication produced and more on the ability of agencies to solve business problems and build sustainable brands.
His position reinforced the conference’s broader emphasis on innovation, accountability and value creation in an increasingly technology-driven business environment.
For Mizar Energies, the BJAN recognition represents an early milestone as it transitions into direct petroleum retailing. However, the more significant test will be its ability to sustain the standards of accurate dispensing, product integrity and reliable supply as its network expands.
In a competitive and increasingly consumer-conscious downstream petroleum market, the company’s capacity to translate these commitments into consistent customer experience could prove critical to building trust, strengthening brand loyalty and achieving sustainable growth.