PEMBROKESHIRE’S Ascona Group has secured seven finalist nominations across six sites in the Forecourt Trader Awards 2026, including one for Green Garage in Pembroke.

The accolade continues an impressive record of success for the Welsh-headquartered business, which has now achieved seven finalists in 2024, five finalists in 2025 and seven finalists again in 2026.

The Forecourt Trader Awards are widely regarded as the industry's most prestigious awards, recognising excellence in retailing, customer service and operational standards.

Founded in Pembrokeshire in 2011, Ascona Group has grown from a single service station into the UK’s seventh largest independent fuel retailer, generating annual revenues of more than £500 million and operating 70 roadside destinations across England, Wales and Scotland.

Unlike many award successes that focus on a single flagship location, Ascona’s finalist nominations span multiple sites, regions and categories, reflecting a business-wide commitment to maintaining consistently high standards as the Group continues to expand.

The West Country & Wales (up to 4 million litres of fuel sales per year) shortlisted sites are Ascona Caersws (Mid Wales) and Ascona Crossways (Pembrokeshire).

The West Country & Wales (more than 4 million litres of fuel sales per year) shortlisted sites are Ascona Green Garage (Pembroke) and Ascona Machynlleth Service Station (Mid Wales).

Ascona Machynlleth Service Station has been nominated for Best Forecourt Team, while Ascona Refinery Service Station is shortlisted for Best Car Care & Lubricants Outlet.

The other site shortlisted is Scotland’s Ascona Refinery Service Station (up to 4 million litres of fuel sales per year).

Training and Development Manager Rob Haynes said: “These nominations are incredibly important because they recognise something we’ve believed since Ascona was founded in Wales in 2011 and it’s that growth should never come at the expense of standards.

“As we’ve grown from a single forecourt into a business generating more than £500 million in annual revenues, we've remained focused on delivering the same high-quality customer experience, investing in our people and maintaining operational excellence across every site.

“Recognition across six sites and multiple categories demonstrates that our teams continue to deliver those standards day in, day out. Every acquisition, every investment and every improvement we make is guided by the same philosophy – to grow responsibly while never compromising on quality, service or the experience we provide our customers.

“These nominations belong to every colleague who represents the Ascona brand with pride. They are a testament to the dedication, professionalism and commitment of our teams across the country, and I’m incredibly proud of what they have achieved together.”

Today, Ascona serves more than 350,000 customers every week and employs 910 colleagues across its network.

The Group continues to invest in modern roadside destinations while pursuing its long-term ambition to grow to more than 100 sites nationwide.

Through the Ascona Giving Foundation, the Group has donated more than £1 million to charities, schools and community organisations since 2017. The Group has also pledged to raise £1 million for Wales Air Ambulance.

The Forecourt Trader Awards winners will be announced later this year.