Who Owns Hele?

Hele's environmental practices are governed by Par Hawaii's corporate environmental framework and Hawaii's state environmental regulations, which are among the strictest in the United States.

Hele sells TOP TIER gasoline, which contains higher levels of detergent additives than EPA minimum requirements. While TOP TIER certification is a fuel quality standard rather than an environmental certification, the additional detergents can help engines run more efficiently, potentially reducing emissions per mile driven. However, Hele is a fossil fuel brand, and its core product contributes to greenhouse gas emissions.

Par Hawaii's refinery in Kapolei is subject to EPA regulations and Hawaii Department of Health environmental standards. The refinery has implemented emissions controls and monitoring systems to comply with Clean Air Act requirements. In 2023, Par Hawaii agreed to pay $1.2 million to settle EPA allegations of Clean Air Act violations at the Kapolei refinery related to storage tank inspections and maintenance. The settlement included requirements for improved monitoring and reporting.

Par Hawaii has stated that it is exploring renewable fuel options, including biofuels and renewable diesel production at its Kapolei refinery. The company has conducted feasibility studies on processing renewable feedstocks but has not yet made major investments in renewable fuel production capacity.

Hele stations use LED lighting and energy-efficient equipment to reduce electricity consumption. Par Hawaii monitors energy usage across its retail network and has implemented energy management systems at its stations.

No brand-specific sustainability certifications apply to Hele. The brand does not have LEED certification, B Corp certification, or other third-party environmental credentials.

Hele is a relatively young brand (launched 2016) and does not have a significant public awards history. The brand has not been the subject of major industry awards or recognitions that can be verified through primary sources.

Par Pacific Holdings has been recognized in financial and business contexts. The company has been featured in Houston Business Journal coverage of growing energy companies and has presented at energy industry conferences. However, these recognitions apply to the parent company, not specifically to the Hele brand.

The Hele brand's primary form of recognition is its market presence in Hawaii, where it has established itself as a recognizable fuel brand within a few years of launch. The brand's Hawaiian name and local identity have resonated with Hawaii consumers seeking an alternative to mainland fuel brands.

EPA Clean Air Act Settlement (2023): Par Hawaii agreed to pay $1.2 million to settle EPA allegations of Clean Air Act violations at its Kapolei refinery, which supplies Hele stations. The allegations related to storage tank inspections, maintenance, and reporting requirements. Par Hawaii did not admit liability but agreed to implement improved monitoring and compliance procedures. The settlement highlighted the environmental regulatory challenges of operating a refinery in Hawaii, where environmental standards are particularly strict.

Hawaii Fuel Price Concerns: Hawaii consistently has the highest gasoline prices in the United States. Consumer advocates and Hawaii politicians have periodically called for investigations into fuel pricing practices, including potential price gouging. Par Hawaii, as one of two refiners in the state, has faced scrutiny over its pricing. The company has stated that Hawaii's high fuel prices reflect the cost of importing crude oil, refining costs, taxes, and the state's geographic isolation. No formal price gouging findings have been made against Par Hawaii or the Hele brand.

Red Hill Fuel Storage Facility Crisis (2021-2022): While not directly involving Hele, the Red Hill Bulk Fuel Storage Facility crisis affected Hawaii's fuel supply chain. The facility, operated by the U.S. Navy, leaked jet fuel into the drinking water supply for over 93,000 Oahu residents in 2021. The crisis led to the shutdown of the Red Hill facility and raised broader concerns about fuel storage safety in Hawaii. Par Hawaii's Kapolei refinery was not involved in the Red Hill crisis, but the event increased public scrutiny of all fuel infrastructure in Hawaii, including Par Hawaii's operations.

EV Transition Challenges: Hawaii's aggressive renewable energy and EV adoption targets pose a long-term challenge for Hele and other fossil fuel brands. The state has some of the highest EV market share in the United States, and the trend is expected to accelerate. Hele has not publicly announced plans for EV charging infrastructure at its stations, though Par Hawaii has stated that it is monitoring the transition. The lack of publicly announced EV charging plans could put Hele at a competitive disadvantage as EV adoption grows.