Fueling the Future: Barton Petroleum and Otodata Forge a Strategic Partnership in the UK

In the heart of England, a third-generation family-run business is embracing innovation to drive efficiency, service excellence, and long-term growth. Barton Petroleum, a trusted supplier of kerosene, diesel and other liquid fuels across the UK, has partnered with Otodata—a global leader in remote tank monitoring—to bring smarter fuel management to British homes and businesses.

“We do things the right way” says Angelo Coletta, Barton’s Group Sales Manager. “That means investing in solutions that deliver real value.”

After years of dabbling with telemetry providers—some mis-sold, others plagued by delays and inefficiencies—Barton Petroleum found a partner that finally aligned with their standards. “We’ve been through several telemetry partners,” admits Lawrence Burton, Director of Business at Barton. “But Otodata is different. The product is robust, the battery life is better, there’s a network of trained engineers. We’re confident this is the last tank monitoring company we’ll ever work with.”

A Global Footprint, A Local Focus

Otodata, headquartered in Montreal, Canada, has built a reputation for delivering cost-effective, high-ROI monitoring solutions across multiple continents. With millions of devices deployed worldwide, the company’s expansion into the UK marks a strategic milestone in its global growth plan.

“Launching in the UK in September 2024 was a natural next step,” says Lee Martin, Otodata’s UK Country Manager. “I’ve worked in this industry for over a decade, and I’ve seen the challenges firsthand. Our goal is to help companies like Barton Petroleum through better metrics, better products, and better service.”

Lee, currently Otodata’s sole representative in the UK, brings deep industry knowledge and a collaborative mindset. “We’re not just selling monitors—we’re solving problems. We follow the process all the way through, and we’re here when our partners need us.”

Building Trust, One Tank at a Time

Barton Petroleum services a mix of mainly kerosene and diesel tanks, with a goal to monitor 60–70% of their kerosene fleet. The company moves over 150 million liters of fuel annually and sees telemetry as a key driver of future growth.

“When we take on a customer, it’s important for us to be there when they need us,” says Angelo. “Otodata helps us do that more efficiently.”

The partnership began with a trial phase and quickly gained traction. “We want as many monitors out there as possible,” says Lawrence. “They pay for themselves—first by giving customers confidence that we’re looking after them, and then by delivering cost savings at scale.”

Lee adds, “It’s a no-brainer. If we can offer enhanced service, efficiency, and peace of mind, everyone wins.”

A Fragmented Market, A Clear Vision

The UK telemetry market has long been fragmented, with startups making promises and failing to deliver. Barton Petroleum’s experience reflects a broader industry fatigue. “I’ve had monitors from other companies on my own tank at home,” Lawrence shares. “Some never worked. It’s exhausting. We’ve been wanting to go all in for a while, but until now we haven’t had a supplier that we’ve been truly confident with.”

Otodata’s entry into the UK offers a fresh perspective—backed by global experience, engineering rigor, and a commitment to long-term partnerships. “We’re the biggest telemetry provider globally but there is a large focus on becoming the most trusted provider of telemetry services in the UK,” says Lee. “We’re speaking to and in some cases already working with the big players in the industry. We’re here to stay.”

For Barton Petroleum, the decision to partner with Otodata is more than a cost-reduction exercise—it’s a strategic move toward operational excellence. “We’re building something,” says Lawrence. “And with Otodata, we’re building it right.”