From Family Legacy to Industry Leadership: How Ritchie Lakeland Oil Company Powers Ahead with Otodata

In Northern Wisconsin and Michigan’s Upper Peninsula, where deep freezes demand deep reliability, Ritchie Lakeland Oil Company stands out as a beacon of service, grit, and generational pride. At the heart of this operation is Matt Ritchie — third-generation leader, operations manager, and proud steward of a legacy that began in 1969 with his grandparents.

“I was at the office at three days old,” says Ritchie. “My mom took two days off and was back at her desk with me beside her on day three.” That early start set the tone for a life immersed in the business. At age nine, Ritchie was painting tanks. By eleven, he was filling cylinders. Today, he helps lead a company that serves over 28,000 customers across ten locations — and he still drives trucks year-round.

Built on Service, Fueled by Heart 

What drives Ritchie? “The employees and the customers,” he says without hesitation. “It’s fun watching our team think outside the box and solve problems. And it’s even better making customers happy — especially when they’ve been let down by someone else. We like to come in and save the day.”

That mindset defines Ritchie Lakeland’s approach. “We thrive on the hard jobs. When other people say no, we find a way to say yes.”

It’s a philosophy rooted in family. Ritchie’s grandfather started the fuel oil business in 1969. His parents added propane in 1995 — the same year Matt was born. “Funny story,” he shares. “My dad took out a yellow pages ad for propane without telling my mom. She started getting calls and couldn’t figure out why. Turns out, dad had already committed us to the next chapter.”

A Reputation You Can Count On 

Today, Ritchie Lakeland sells diesel, gasoline, and propane, with a strong focus on residential service.

“We’re different from most companies,” Ritchie explains. “We care more about our reputation than our size. Bigger isn’t always better. We want to be perfect in our niche — or as close as we can get.”

That commitment shows up in moments big and small. Last winter, a customer called in distress — her previous provider had let her run out of propane in sub-zero temperatures and wanted to charge her $500 to refill. Ritchie personally drove to her home to make things right. “When you call, we answer,” he says simply.

Turning to Otodata: A Game-Changer in Monitoring 

Before Otodata, Ritchie Lakeland used a different monitoring system — with disappointing results. “We had 1,000 monitors out, and you could count on two hands how many were actually reading,” Ritchie recalls. “It was a flop.”

That changed at a trade show, where Ritchie met Otodata’s mid-west sales director Rita Pecilunas. “We talked for over an hour — mostly about life. Next thing you know, we’re a customer.”

The impact has been transformative: 

• Fewer runouts: “Before Otodata, winter weekends could mean 50+ emergency calls. Today, it’s fewer than five — and those are from unmonitored customers.” 

• Efficiency gains: “All our lease tanks have monitors. We’re at 80% monitored today, and our goal is 100%.” 

• Customer confidence: “We use monitors as a no-run-out guarantee. Anytime you can say ‘guarantee’ to a customer, you’re giving them peace of mind — and taking full responsibility.”

  
  

Why Otodata? Ritchie points to three things:  Rita’s leadership, unmatched signal reliability (even in areas without cell service), and long-lasting battery life. “Our previous monitors barely lasted a year. Otodata’s are built to last.”

Looking Ahead: Tradition Meets Innovation 

Ritchie’s vision for the future is clear: grow smarter, become more efficient, and build a culture where people want to work. “I want this to be a place my kids are proud to join,” he says. With six children — five daughters and one son — the fourth generation is already showing interest. “My oldest two come to work on weekends. That means a lot.”

He’s also keeping a close eye on industry trends, especially electrification mandates in states like Maryland and New York. “We’re not seeing changes yet in Wisconsin or Michigan, but I’m watching closely. What happens out east will eventually reach us.” 

Despite the challenges, Ritchie remains optimistic. “I wake up fired up every day. When your name is on the side of the truck, you do whatever it takes to protect that legacy.”

Final Word: Advice for the Next Generation 

“It’s harder than you think,” Ritchie admits. “But the rewards are worth it. I’ve watched my parents build this business. I’ve grown up in it. And I’m committed to making sure it thrives — not just for our family, but for our employees, our customers, and the industry as a whole.”