FM Fuel & Resources Announces Executive Promotions and New Hires for 2023

With the start of 2023, FM Fuel & Resources made a few strategic personnel promotions and new hires to serve our customers better.

Promoted to vice president, Steven Elmore II has been with the FM Fuel & Resources team for nine years as Operations Manager. Steven brings a depth of experience to his role at FM Fuel & Resources, serving customers nationally. His responsibilities include sales management, developing strategic programs to secure new customers, and ensuring current customers’ expectations are met and exceeded.

“This promotion is the confirmation of the hard work of my team and myself in successfully exceeding revenue goals for FM Fuel & Resources. I feel more than fortunate to be a key member of this team,” said Steven.

An additional promotion included Justus Heil to vice president. Justus has been with FM Fuel & Resources since 2018. In his new role as vice president, Justus will maintain higher office accounting functions, enhancing HR services, policy, and procedures within the company, including leading and advising employees and managers.

When asked about the best part of working for FM Fuel & Resources, Justus quickly answered, “FMFR recognizes and rewards performance while maintaining a great work-to-life balance.”

With the addition of a few new hires focused on providing superior customer service, FM Fuel & Resources is pleased to announce the following additions to the team.

Steve O’Hare
Steve’s focus is working with prospective customers of FM Fuel & Resources to ensure they are fully aware of the benefits of working with the fuel brokerage company and resolving any issues or areas needing attention for current customers. With 20 years within the industry, Steve still believes in outworking his competition – and we’re confident this strategy will be a win-win for FM Fuel & Resources.

Kent Rice
Though Kent joined FM Fuel & Resources in 2021, his role has enabled us to strengthen our sales resources within the market with our current customers and expand our business with new customers. Kent’s 40 years of industry knowledge and impressive professional career highlights have been a natural fit for us.

Sage Valenzuela
Like other account managers, Sage is accessible 24/7 to provide insight and support for those needing fuel or some of our other products. Sage’s degree in finance has become an excellent foundation for his role with FM Fuel & Resources. “I came into the office and saw the commodity market on the screens. The same charts I saw on the screens in the office were the same I’ve been looking at for 5 years. This was my passion for years and being able to do it for a living was my long-time goal,” explains Sage.

Jakob Jeter
Another addition to the account management team, Jakob has fully embraced his role at FM Fuel & Resources. When asked what energizes him in his position, Jakob’s answer is paramount to our role within the industry – “developing relationships to learn the needs of the customer, so I can sell fuel based on the customer’s needs.”

Tanner Sherley
Providing stellar customer service for Tanner has been an easy transition from his prior role as an enforcement officer for the State of Texas. Unparalleled customer service, coupled with the culture of FM Fuel & Resources as a big family, Tanner’s role as an account manager is to be available whenever a customer needs his knowledge or our products – any day, any time of day, regardless.

Ryan Mulder
Last but not certainly least, also a new member of the account managers team, Ryan respects that most often, he is the primary point of contact for customers of FM Fuel & Resources, and with that comes great responsibility and care. Taking care of you, our customer is one of our most honored responsibilities.

Please join us in congratulating all these gentlemen on their roles within FM Fuel & Resources.

New Brand. Same Owners. Same People. Same Stellar Service.

Perhaps you missed our exciting news last month. 

Following an amicable dispute over the name, ‘Fuel Masters’, the company is now branded as ‘FM Fuel & Resources’. The company’s approach to how it conducts business isn’t changing; it will continue to set the bar high with optimistic goals for the new decade – including the expansion of its footprint into new markets, as well as entering new states.

“The foundation or the core of our business will still be built upon relationships just as it has since our inception in 2003 with our founder, John Landers,” explains Bobby Grimes, of FM Fuel & Resources.  “However, these exciting changes will solidify those relationships within new markets we have not had the opportunity to serve before.”

Those changes include lubricants now being offered along with the DEF, or diesel exhaust fluid.  FM Fuel & Resources launched ‘Simple DEF’ ( to provide both their customer base and prospects a trusted DEF solution.  DEF is sprayed into the exhaust stream of diesel vehicles in order to break down dangerous NOx emissions into harmless nitrogen and water. 

The introduction of these products will open new business segments for the company.  Developing these new segments will potentially enable FM Fuel & Resources to later expand its fuel product offerings to these new customers and drive additional mutual success.

“This is a natural fit for us, the extensive lubricants and DEF; these make our product offerings more robust within the respective marketplace,” states Jamie Landers, also of FM Fuel & Resources.

In addition to the new product lines, FM Fuel & Resources is now capable of providing bulk storage with dispensers making fuel ready-to-go in select markets – minimizing wait times for customers who have been accustomed to waiting for needed fuel.  Launched as ‘FM Fuel & Retail’, the inaugural site in the Permian Basin provides a 24/7 access, coupled with convenience and time-efficiency, for diesel and DEF (via Simple DEF) needs.   

“With the bulk storage we can provide fuel when the customer needs it; the customer will no longer be waiting for delivery in a few days – this is like ‘on-call’ fuel,” explains Grimes.       

“The bulk storage, coupled with the ‘fixed forward pricing,’ makes our company’s strengths into the new decade very exciting.  Our team and our partners are very excited to continue our pledge of being the complete resource for superior products,” adds Landers.

Another respected customer solution for FM Fuel & Resources includes ‘fixed forward pricing.’  Rare in the marketplace, ‘fixed forward pricing’ allows the customer to lock-in fuel pricing at today’s rates for up to two years – and just a minimum of 7,500 gallons (one transport load).  Yet most competitors who offer fixed pricing are only allowing one-year agreements with a 42,000-gallon minimum. With the new name/brand, a complete overhaul of the logo, a new URL, and a website were created.  The new site,, features fresh messaging, improved content hierarchy and navigation, and an easy-to-use back-end CMS (Customer Management System) – all with the highest standards of security.

Welcome to the FM Fuel & Resources website!

You might see us reference FM Fuel & Resources as ‘FMFR’ with some frequency.  It has a nice ring to it, and it’s certainly rolls of the tongue well.

On this blog you’ll find content/features pertinent to the fuel industry, in addition to information regarding FMFR.  You might find yourself as a customer feature in the future or read about your own FMFR account manager or another FMFR team member you’ve not met before; or perhaps you’ll learn about the development of a new innovative technology to better meet YOUR needs. 

If you have an idea or would like to see something, please feel free to let your account manager know, or email [email protected].

Your relationship is a vital component of the success of FM Fuel & Resources and we look forward to our continued partnership. 


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