Better Choice is operated and run by the Berger family. From its East Perth headquarters it runs seven retail fuel sites, and wholesale supply to service stations and distributors throughout Western Australia.
It was established after founder Doron Berger relocated to Western Australia in 2004, having been involved in the fuel retail industry since 1977, initially beginning his career in Victoria where he built up a chain of retail sites throughout Victoria and then expanded into Western Australia in 1989. Mr Berger dismantled his Victorian division of outlets and now all the group's business is based in Western Australia.
