By: Aminata Sesay
In a bold move that is transforming Sierra Leone’s fuel retail landscape, Zala Petroleum Sierra Leone Limited has emerged as a model for socially responsible and strategically driven business practices. By voluntarily reducing fuel prices below the ceiling set by the National Petroleum Regulatory Authority (NPRA), the company has proven that profitability and patriotism can go hand in hand.
During a recent oversight visit by the Parliamentary Trade Committee, lawmakers praised Zala Petroleum for its proactive role in pricing reform. The company reduced petrol prices from NLe 27.30 to NLe 25, and aligned diesel prices at NLe 24 a significant move made ahead of any official regulatory price changes. This consumer-first strategy not only attracted more customers to Zala’s stations but also influenced other fuel dealers to follow suit, signaling a broader industry shift.
The Chairperson of the committee, Hon. Veronica Kadie Sesay, described Zala’s pricing policy as both “patriotic and selfless.” She engaged the station manager in a dialogue to understand the motivations behind this decision, particularly in a climate where most competitors continued to sell at the maximum allowed price.
“We saw international prices falling, and we knew it was only fair to reflect that at the pump,” the station manager explained. “Of course, we are in business to earn profit but not at the cost of the public’s hardship.”
Zala Petroleum’s dedication to ethical practices is matched by its commitment to technical excellence. The company imports 10PPM-grade fuel from Ivory Coast one of the cleanest and highest-quality fuels globally ensuring compliance with international environmental and performance standards. All operations are certified by the NPRA and the Standards Bureau, and staff are professionally trained to deliver top-tier service.
Despite currently operating just two stations in Freetown and along the Regent-Grafton Highway Zala Petroleum is in rapid expansion mode. Construction is underway on a third outlet in Kono District, with additional stations planned for Bo and Kambia.
The company, led by a CEO based in the United Kingdom, continues to maintain profitability while prioritizing quality and growth. During the parliamentary visit, Hon. Sesay encouraged the company to invest in larger fuel storage capacities to mitigate potential supply disruptions, particularly in light of global conflicts such as the Russia-Ukraine war.
Reassuring lawmakers, the station manager stated, “Our inventory can carry us through to the end of the year. We’re committed to ensuring Sierra Leone does not face fuel shortages.”
With its forward-thinking approach blending ethical pricing, operational excellence, and expansion into underserved regions Zala Petroleum is positioning itself as a rising leader in Sierra Leone’s energy sector. As other industry players take notice, Zala’s business model may well become the blueprint for a more resilient, transparent, and consumer-focused petroleum industry in the country.