Liberalization of the petrol retail trade has assumed increasing importance across the globe, in the light of its strategic importance. This usually takes the form of promoting the activities of independent petrol retailers and supermarkets' involvement in the petrol retail trade. The study focuses on the activities of the independent rural retail sector (using the UK & Australian examples) because these outlets can thrive in such locations and therefore contribute significantly to the rural petrol supply scene. The research identifies the twin-problems of high rural fuel prices, and the urban-rural pump price differentials as major problems arising from the fewer outlets in rural locations. These problems pose concerns to governments and rural communities. The research outcome shows that government responses are generally in the form of regulatory support mechanisms and fuel subsidy schemes. The former encourages and promotes the activities of the rural petrol retailers whereas the latter sustains them.