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PCATS Unveils Name Change

TUCSON, Ariz. – The Petroleum Convenience Alliance for Technology Standards (PCATS) has a new name: Conexxus. Executive Director Gray Taylor announced the change last night at a dinner party concluding the second day of the tech organization's annual conference.

Effective immediately, Conexxus replaces the PCATS name, which no longer encompassed the scope of the organization’s mission and vision. Specifically, the PCATS name locked the organization into its “traditional role of creating standards and other work products for data exchange within the industry,” the group wrote in a pamphlet obtained by CSNews Online.

“Conexxus will improve the financial success and viability of our industry,” Taylor said in his speech announcing the new name. “Our vision will be creating data exchange standards, fostering innovation, creating expert communities, leveraging industry knowledge and advocating on behalf of our industry for equitable and open standards and practices.”

The tagline of Conexxus is “Solve forward,” exemplifying its work within the industry.

The new name stems from a research study concluded in January that showed PCATS was viewed as a reliable and trustworthy organization, but carried “negative brand equity,” Taylor explained.

Board of Advisors

Conexxus named four new members to its board of advisors. Gabe Olives, director of fuels for Rutter’s Farm Stores, is vice chairman. Jeff Toeppner, a veteran of The Coca-Cola Co., is secretary. PDI’s Bill Wade was elected chair of the technical advisory committee, while Sue Chan of W. Capra Consulting is now Conexxus’ chair of standards quality assurance.

Executives of the former PCATS were aware of the name change well before this week's annual conference began, but kept the news a secret. Once Taylor officially announced the name change, banners with the new name and logo were unveiled. T-shirts and stickers branded with the Conexxus logo were also handed out to attendees.

In coordination with the name change, Conexxus unveiled a new website,

The newly named Conexxus Annual Conference continues through Thursday, May 1 at the Loews Ventana Canyon Resort in Tucson.

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