BY DI SNEDDON
Sixty-six years in business is a mighty milestone and more so when the business is a servo.
The Ward family have dominated land along Maitland Road in Singleton for all this time with Tim and Annette Ward taking over from Tim’s parents Lionel and Zita in 1999.
In an industry where so much has changed in half a century, Annette said their core value of customer service was something she hoped hadn’t.
“We still pour the fuel, especially for older women, we automatically go out and help them, some of these women are recent widows and they have never had to do it in their life, our customers services is something we pride ourselves on,” Annette said.
When Lionel first started the business in 1954, he would sit on a box on the site all day, pour petrol and take the cash and put it in the box.
It wasn’t long before he realised they needed a building and then they needed a shed out the back.
Tim was only little at the time but he can remember the shed going up and thinking how huge it was.
“I wondered what we were going to put in it but it filled up pretty quick,” Tim said.
The 1955 flood saw two feet of water go through the business but fortunately, the fuel tanks at the rear of the building were new and water didn’t penetrate them. Once the flood waters receded it was back to business with a few little adjustments.
“Dad realised there wasn’t a lot of money going around town and people were doing it tough so he started a little book where people could book up their fuel and pay when they could,” Tim said.
There were 53 names in that book and 52 came back and paid with only one person needing to be chased up.
This credit system given to the community was the basis of what would become a loyal band of customers, some of whom have continued to support the business throughout its 66 years.
“We have some lovely customers and good relationships with our sales reps,” Annette said.
She added that Zita was well known for her home baked cakes and cookies and that many of the reps of the day timed their visits to Wards around morning and afternoon tea.
Annette and Tim still receive Christmas cards from one of the reps from this time.
In addition to fuel, the business sold vehicles for a period of time and when Tim went into partnership with his parents in 1970 he convinced them that selling a range of motorbikes was a good idea.
“The bikes would come in a crate and I would put it together and take it for a run out to Redbournberry,” Tim said with a smirk, admitting it was the best part of the job.
This aspect of the business was so successful that Tim won himself a couple of trips to Japan.
Now it is mowers and small engines that Tim tinkers with out the back while Annette with the support of two long-term staff members, Donna Atkins with 11 years up her sleeve, and Sam Frost with nine years.
“Our staff have been very loyal, they have stuck with us through good times and bad and I don’t know what we would do without them,” Annette said.
Compared to Lionel and Zita’s days, Annette said when it comes to buying fuel, it is better than it was.
“Mum and Dad paid higher prices for fuel, at times they couldn’t sell it, I can shop around more now and the fuel companies have more competitive prices,” Annette said.
With businesses that have been around as long as Wards, there are always a few legendary stories to tell.
“Wards were always known to have very cold drinks in summer, and we had this really old round-fronted fridge that went for years and years,” Tim said.
“We had half a dozen different flavoured drinks and they would be nearly frozen in the freezer before we put them in the fridge to sell, people loved them,” he said.
These days it’s the grandkids who also love to pop in for a visit and never leave without a drink, lollies, chips and an icecream.
CAPTION
Tim Ward, Donna Atkins, Sam Frost and Annette Ward can’t believe the business has been operating for a massive 66 years.
