Exciting Leadership Changes at FreshStop
We started the year with the exciting news of a restructuring in the FreshStop leadership and management teams. Joe Boyle took on the role of CEO, and Waldo Spies was promoted to FreshStop MD. Since January, Joe and Waldo have worked together to strengthen FreshStop’s support for retailers in preparation for the New FreshStop and Astron Energy Alliance Agreement.
Strategic Workshop for Long-Term Partnership

Above: Joe Boyle, FreshStop CEO
To align our long-term partnership goals, a strategic workshop took place over three days starting on January 23rd. This workshop included the leadership teams from Astron Energy, Food Lovers Market, and FreshStop. Brian Coppin opened the workshop by unveiling a new vision for building the “FreshStop of the Future” and clarifying the main objectives.
Aiming for Excellence
Many sessions focused on elevating FreshStop from “Good to Great” to become the best convenience brand in South Africa. We aimed to ensure all delegates clearly understood the FreshStop Story, including our future vision and aspirations for the next decade.
Aligning FreshStop Culture
Aligning FreshStop’s culture required the participation of Astron Energy and FLM. Together, we aimed to create a new foundation to build a stronger, more exciting brand. Brian emphasized the need for a deeper understanding of all key stakeholders and their drivers, including partners, customers, suppliers, employees, and the environment.
Gaining Competitive Insights
Before the meeting, research was conducted to gain insights into our main competitors and operational intelligence. We focused particularly on product categories, APCs, and successful innovations implemented over the years.
Upcoming FreshStop Franchise Forum

Above: Waldo Spies, FreshStop MD
Many insights, new strategies, designs, and FreshStop’s support structure will be shared at the next FreshStop Franchise Forum (FFF) and regional meetings. The next FFF is planned for early May, where we will discuss the new Astron Energy and FreshStop Alliance Agreement. This will ensure our retail partners have confidence in our long-term plan and offer them the opportunity to be part of the best fuel and C-store alliance in South Africa.