LPG Spotlight: Fallbrook Propane Gas Co.

Chris Everett, general manager of Fallbrook Propane Gas, is overseeing the creation of a new marketing campaign that promotes propane as a clean energy source. (Image courtesy of Endpoint – Chris Everett & Dominic Padua)

As the son of Fallbrook Propane Gas Co.’s co-founders, Merrill and Deborah Everett, Chris Everett grew up witnessing the ways in which independent propane companies positively impact their local communities and economies.

The company, located in California’s northern San Diego County, services residential customers for the most part. It also serves agriculture and commercial accounts, along with many local Native American reservations and the casino hotels and resorts they own.

“Over the years, our business continued to grow quite rapidly, and with the unexpected passing of a couple family members, I decided to transition the business in 2019,” says Everett, who manages the company. “It wasn’t a decision I took lightly but was pleased to find a strong partner with Energy Distribution Partners (EDP) to continue doing what we’ve always done – grow the business and serve the local community.”

After ownership transitioned to EDP, Tom Knauff, EDP’s CEO, asked Everett to think about different ways the propane industry could effectively respond to the “electrify everything” movement.

“Tom felt the propane industry was falling short in reaching the general public. He and I agreed that the aggressive electrification initiatives we’re witnessing in California will soon make their way across the country,” Everett says. “We’re confident we can be successful nationally if we’re able to create a marketing campaign that gains traction in California.”

In response to Knauff’s request, Everett oversaw the creation of a “clean energy” ad campaign, using his production company along with funds raised by EDP to produce pilot commercials. During the production process, Everett’s team also coined a name for the campaign: “Rethink Clean Energy.”

The name was perfect, Everett thought, as he desired to lead his audiences to reconsider what they regard as “clean energy.”

“Advances in technology and alternative feedstocks have given rise to renewable propane,” he stresses. “Additives such as DME are helping propane realize new potential within the green energy movement.”

In the developing world, conventional propane is used as an eco-friendly fuel for industrialization – another aspect of its “incredible story” that Everett wants to convey to millions of people.

“We need to tell the story in a way that resonates with those we wish to engage,” he says. “It’s critical to establish resonance, via artistic, humanized messaging, if the propane industry wishes to disentangle itself from the traditional fossil fuel narrative and successfully reach the general public.”

The campaign has not been released to a wide audience yet, as Everett meets with industry leaders to determine the best way to deploy his production assets. So far, he’s been pleased with the positive feedback he’s received about the pilot commercials, particularly from key members of the propane industry.

“I’m excited to see how these production assets will aid the propane industry in its fight against electrification while also supporting the initiatives that are in place with PERC’s ‘Energy for Everyone’ campaign,” he says. “By utilizing our unique network, my team has some exciting new concepts for social media partnerships, too, which could help the propane industry move the needle further than it ever has in the past.”

To view the campaign’s commercials, visit endpointnav.com.

Company profile: Fallbrook Propane Gas Co.

Year founded // 1987
Founders // Merrill and Deborah Everett
Owner // Energy Distribution Partners
Headquarters //  Fallbrook, California
Bobtails // 10
Annual gallon sales // 4 million