Retail Merchandiser - November/December 2017 - 74

Sunshine Gasoline Distributors
evolved from a cash-only to a mostly credit card business.
"You must adjust, accept it, run with the ball and stay with
the industry," Alvarez says. "Flexibility is an important factor to being successful."
Sunshine Gasoline continues to stay abreast of the latest
technology as it has become increasingly important in the
oil industry. "Technology is moving so fast, but we stay upto-date because it's important for any business in today's
market," Alvarez adds. "I am blessed because both of my
sons love technology, upgrading and keeping up with today's changes. In addition to my children, we partner with
information technology specialists, vendors and other companies that help keep our technological edge up-to-date."

Alvarez operates Sunshine Gasoline with the help of his
children, and he is pictured here with the two oldest,
Maximo R. Alvarez (left) and Sandra Reus.

Core Values
Although flexibility has been a contributor to Sunshine
Gasoline's success, Alvarez says staying true to his core business and moral values has put his company at the top. His
core values include responsibility, honesty, integrity, perseverance, respect and confidence. "Those cannot be compromised," he says. "I've been heard saying, 'I guess I'll just
have to swallow that pill' because someone has made an offer
that would have a negative impact on our business to the

benefit of the other party, but we go along with it anyway
because if we did not, it would compromise one of those
values. You must have confidence in the things you do, otherwise you will have problems."
Alvarez was taught his values at an early age from his parents, beginning with treating people the way he would like
to be treated. "I remember my dad using an easy example,
pinching," he remembers. "He would say, 'If it hurts when
someone pinches you, then you don't do it to someone else.'
I learned family values from my mom and dad and from
my tremendous, excellent and strong Catholic upbringing.
I attended Catholic schools that emphasized family values
and the same things my parents taught me by example."
Because of his upbringing, Alvarez is very involved with
many charitable organizations. One of them, The First Tee,
is an organization that positively impacts the lives of young
people by providing educational programs that build character, values and promote healthy choices through the game
of golf. Over the years, The First Tee began blending the
rules of the game with life and leadership skills, so under74

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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2017

Contents
Retail Merchandiser - November/December 2017 - Cover1
Retail Merchandiser - November/December 2017 - Cover2
Retail Merchandiser - November/December 2017 - 1
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