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The fight for freedom

How a new name made a claim to fame

Throughout the Netherlands, there are thousands of petrol stations. Over half of them are owned and run by independent entrepreneurs. Many have a contract with oil giants the likes of Shell, Esso, BP, Total, Tango, and Texaco. Around 2012 the relationship steadily grew worse. The multinationals were playing out their international strategy, whereas the independents had every reason to invest in local relevance. Increasingly the local petrol station owners got stripped of the freedom to run their own business.