United Petroleum
United Petroleum is an Australian fuel retailer, importer and service-station operator with convenience retail and food-service activities.
Last updated October 14, 2026
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Overview
United Petroleum is an Australian petrol retailer and fuel importer whose business has combined branded service stations, convenience stores, fuel infrastructure and selected downstream food ventures. Its direct origins extend to 1981, when Avi Silver and Eddie Hirsch began operating Victorian service stations under the Astron banner, a network associated with Esso. The founders expanded that operation to 23 new Victorian sites by 1990. United Petroleum itself was established in 1993, initially opening a chain of service stations and convenience stores in South Australia. During the 1990s, the company expanded from South Australia into Victoria and then built networks in the Australian Capital Territory, New South Wales and Queensland. Its footprint later extended to the Northern Territory, Tasmania and Western Australia, making United a nationwide Australian fuel-retailing brand. The business has generally competed through a broad station network, fuel availability, convenience-store sales and a value-oriented retail proposition rather than through premium brand positioning. United also developed capabilities beyond front-line retailing. In the mid-2000s it acquired fuel-import terminals in New South Wales, the Northern Territory, Tasmania and Victoria. In 2011 it purchased an ethanol biorefinery in Dalby, Queensland, linking the company to fuel-importation, storage and alternative-fuel production infrastructure. The company became known in the Australian market as both a petrol-station operator and an importer and wholesaler of fuel products. The company’s corporate and franchise operations have periodically attracted regulatory and legal attention. In 2015, media reports based on interviews with franchisees alleged underpayment of workers at some United locations. United rejected responsibility for franchisee wage breaches, while the Fair Work Ombudsman subsequently investigated and conducted raids in 2017. The regulator identified payroll-compliance problems at five locations involving 46 employees; outcomes included enforceable undertakings, compliance notices and caution letters. Former franchisees also brought litigation in 2021 alleging unfair termination. These matters formed part of the public record surrounding United’s franchise model but did not by themselves establish that every United location had breached workplace law. United attempted to pursue an Australian Securities Exchange listing in 2016 by lodging documents with the Australian Securities and Investments Commission. The proposed listing did not proceed. A related dispute with its advisers, Herbert Smith Freehills, was dismissed in 2018, with United ordered to pay unpaid legal fees and interest. In 2017, the company acquired the Pie Face food outlet business from receivership. It subsequently introduced Pie Face products at many United service stations, broadening the brand’s convenience and prepared-food offer. The company later pursued international expansion. In 2024, United announced that it had obtained a licence to enter Sri Lanka’s retail petroleum market. It incorporated United Petroleum Lanka Private Limited and agreed with Sri Lanka’s Board of Investment to invest US$27.5 million in the importation, storage and sale of petroleum products. United Petroleum Sri Lanka began operations in August 2024. The company also reportedly considered a Pie Face food-manufacturing venture in Sri Lanka, with a proposed investment of approximately US$20–30 million. Reports in 2025 said United was considering withdrawal from the Sri Lankan retail-fuel market because of operating conditions and the market’s limited scale; the withdrawal was reported as confirmed on 30 August 2025. United has also participated in Australian motorsport marketing. From 2014 to 2016 it was the official E85 fuel supplier for the Supercars Championship, after which Shell assumed the supply arrangement. As of October 2020, the company was reported to operate more than 450 petrol s…
History
United Petroleum’s roots date to 1981, when Avi Silver and Eddie Hirsch began operating service stations in Victoria under the Astron name. Astron was closely associated with Esso, and the network expanded to 23 new Victorian sites by 1990. In 1993 the owners established United Petroleum and opened a service-station and convenience-store chain in South Australia. The company expanded into Victoria and, over the following two years, established networks in the Australian Capital Territory, New South Wales and Queensland. It later entered the Northern Territory, Tasmania and Western Australia. This geographic expansion transformed United from a state-focused operator into a national Australian petrol-retailing brand. Its stations combined fuel sales with convenience retailing, and the company also operated as a fuel importer. In the mid-2000s United acquired fuel-import terminals in New South Wales, the Northern Territory, Tasmania and Victoria. In 2011 it purchased an ethanol biorefinery in Dalby, Queensland. These assets broadened its role from service-station retailing into fuel importation, storage and ethanol-related production. E85 became one of the products associated with the company’s retail and motorsport activities. United’s franchise arrangements became the subject of scrutiny during the 2010s. In 2015, media reports alleged that staff at some United franchise locations had been underpaid. United rejected the allegations as a corporate responsibility, stating that franchisees violating award-wage requirements would be breaching their agreements. The Fair Work Ombudsman investigated the matter and raided 12 locations in 2017. It reported payroll-compliance problems at five locations involving 46 employees. Two locations entered enforceable undertakings, two received compliance notices and three received caution letters. In 2016 United filed ASIC documents for a proposed ASX listing. The listing did not proceed, and the company became involved in a dispute with its advisers, Herbert Smith Freehills. The litigation was dismissed in June 2018, with United ordered to pay unpaid legal fees and interest. In April 2017, United acquired Pie Face from receivership. Pie Face products were subsequently introduced at many United service stations, giving the fuel network an additional prepared-food and bakery proposition. In 2021 former franchisees sued United over alleged unfair termination of their businesses. In 2022 the company was fined $75,000 for dumping soil from a demolished petrol station near the Noosa River; the soil originated from a 2013 demolition project. United also developed a presence outside Australia. In February 2024 it announced that it had obtained a licence to participate in Sri Lanka’s retail petroleum market. Through United Petroleum Lanka Private Limited, it signed a Board of Investment agreement in June 2024 involving a reported US$27.5 million investment in fuel importation, storage and sales. The Sri Lankan business began operations on 28 August 2024. United was also reported to be considering a Pie Face food-manufacturing investment in Sri Lanka of approximately US$20–30 million. In 2025 reports indicated that United was considering an exit from the Sri Lankan fuel market because of operating difficulties and the market’s limited scale; its withdrawal was reported as confirmed on 30 August 2025. The company’s marketing history includes a three-year motorsport supply arrangement. United supplied E85 fuel to the Supercars Championship from 2014 through 2016, after which Shell took over the supply deal. As of October 2020, United was reported to have more than 450 petrol stations in Australia.
- 2025
Sri Lankan withdrawal reported
[1]After reports of a possible exit, United’s withdrawal from Sri Lanka is reported as confirmed on 30 August 2025.
- 2024
Sri Lankan expansion announced
[1]United secures a licence to enter Sri Lanka’s retail petroleum market and establishes a local subsidiary.
- 2024
Sri Lankan operations commence
[1]United Petroleum Sri Lanka begins retail fuel operations on 28 August.
- 2017
Pie Face acquired
[1]United acquires the Pie Face business from receivership and later rolls its products out across many service stations.
- 2016
Proposed ASX listing is initiated
[1]United files documents with ASIC in connection with a proposed Australian Securities Exchange listing, which ultimately does not proceed.
- 2014
E85 Supercars supply partnership begins
[1]United becomes the official E85 fuel supplier for the Supercars Championship.
- 2011
Dalby ethanol biorefinery acquired
[1]United purchases an ethanol biorefinery in Dalby, Queensland.
- 1993
United Petroleum is established
[1]United opens a chain of service stations and convenience stores in South Australia.
- 1990
Astron network reaches additional Victorian sites
[1]The founders’ operation has opened 23 new sites across Victoria.
- 1981
Founders begin operating Astron service stations
[1]Avi Silver and Eddie Hirsch begin operating Victorian service stations under the Astron banner.
Products and positioning
A broad Australian fuel and convenience retailer positioned around accessible service-station locations, fuel retailing, convenience purchases and selected food-service offerings.
Fuel retail · 1993
Petrol and automotive fuels
United’s core offering is the retail sale of petrol, diesel and other automotive fuels through its branded service-station network. The company’s national expansion made station-based fuel retail the central expression of the brand in Australia.
Alternative fuel
E85
E85 ethanol-blended fuel has been part of United’s alternative-fuel and motorsport profile. United supplied E85 to the Supercars Championship from 2014 to 2016 and has also been connected to ethanol infrastructure through its Dalby biorefinery.
Convenience retail · 1993
Convenience-store products
United service stations include convenience retail, allowing customers to purchase everyday packaged goods and other items alongside fuel. Convenience stores were part of the company’s original station format and remain an important complement to fuel sales.
Prepared food · 2017
Pie Face products
Following its 2017 acquisition of Pie Face from receivership, United distributed Pie Face pies and related food products through many United locations. The line broadened the company’s service-station proposition into branded bakery and prepared-food retailing.
Controversies
2022
Soil-dumping fine
United was fined $75,000 over the dumping of soil from a demolished petrol-station site near the Noosa River; the material related to a 2013 demolition.
2021
Former franchisees allege unfair termination
A number of former franchisees sued United Petroleum, alleging that their franchise arrangements had been unfairly terminated.
2015
Alleged franchise wage underpayment
Media reports alleged that workers at some United Petroleum franchise locations had been underpaid. United denied corporate responsibility for franchisee wage breaches, while a subsequent Fair Work Ombudsman investigation found payroll-compliance issues at five locations involving 46 employees.
Marketing campaigns
- 2014Supercars E85 fuel partnership
Australia
United Petroleum served as the official E85 fuel supplier for the Supercars Championship, linking the brand with Australian motorsport and ethanol-blended fuel.
Outcome. The arrangement ran through 2016, after which Shell became the championship’s fuel supplier.
Brand decisions
2025
Consider and confirm withdrawal from Sri Lankan fuel retailingStrategyBackground
Reports cited dissatisfaction with operating conditions and the limited size of the Sri Lankan market.
Action taken
United considered leaving the market, with its withdrawal reported as confirmed on 30 August 2025.
2024
Enter Sri Lanka’s retail petroleum marketStrategyBackground
United sought to expand its fuel-importing and retailing model beyond Australia.
Action taken
The company obtained a licence, incorporated United Petroleum Lanka Private Limited and agreed to invest US$27.5 million in petroleum importation, storage and sales.
Aftermath
The Sri Lankan operation commenced on 28 August 2024, but a possible exit was reported in 2025 and later reported as confirmed.
Planned investment. US$27.5 million (2024)
2017
Acquire Pie Face from receivershipM&ABackground
Pie Face was available for acquisition after entering receivership.
Action taken
United acquired the food outlet business for an undisclosed amount.
Aftermath
Pie Face products were introduced at many United service stations.
2000
Build a national fuel-retailing networkStrategyBackground
After establishing its South Australian chain, United expanded into additional Australian states and territories.
Action taken
The company developed service-station and convenience-store networks in Victoria, the Australian Capital Territory, New South Wales, Queensland, the Northern Territory, Tasmania and Western Australia.
Aftermath
United became a nationwide Australian petrol retailer.
Sources1 sources
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