Midnight Energy’s re-branding as of the end of May as Seacoast Energy Solutions, is a move to create a “clean slate” for the company’s new strategy, according to director Bob Milliken.
With the company’s images and strategy out of date, the company’s owner, Casey Pratt, decided it was time to give the company a new look and show its commitment to change and moving forward, Milliken said.
The company, which was founded in 2002 as Midnight Oil and became Midnight Energy a few years ago, was known historically as a fuel company, Milliken said. Now, though, the company is looking for its service aspect to come to the forefront, he said.
“Rather than a fuel company that does service as in the past, we want to be a service company that sells fuel,” Milliken said. “Lots of companies sell fuel, but the customer that needs more than fuel, that needs service, where do they go?”
Along with the re-branding, Seacoast Energy Solutions bought Damariscotta-based service company TempControl in June.
Seacoast already had some staff who worked in heating and propane service, but with the acquisition of TempControl, Seacoast will be able to provide service for heating, ventilation, air conditioning, and refrigeration systems as well as installing residential- and commercial-sized systems, Milliken said.
All of Seacoast’s technicians are licensed and certified, and only perform what they are licensed, certified, and trained to do, he said.
TempControl’s location in Damariscotta will be closing, but all of their staff will be retained at Seacoast’s Newcastle location, Milliken said.
The Newcastle location is undergoing changes that stem from both the acquisition of TempControl and the re-branding, Milliken said.
The buildings have been renovated, offices have been expanded to accommodate the new staff, and a new showroom being built will showcase the company’s solutions for customer’s home energy needs, he said.
In addition to its fuel offerings of diesel, K-1, heating oil, and propane, Seacoast now sells, installs, and services residential stand-by generators and residential and commercial heating, refrigeration, and cooling systems.
The company has also added a propane filling station at the front of their building so they can provide the service to grill tanks and recreational vehicles on site instead of their traditional delivery service, he said.
Seacoast’s focus is reflected in the company’s tag line of “We Deliver More,” Milliken said.
“Everything going on over there is the owner’s commitment to position the company to have a best in class image along with a clearly defined brand name that helps customers understand who we are and how we can help them,” he said.