As of next week, Chris who owns the rural Darlsham Service Station said he would be offering all of his staff 20% off the cost of fuel from his site.
"It's now costing many people almost £100 to fill up their cars - a price most just can't afford. Implementing the scheme will set me back a further £3,000 a year, but what choice do I have? I can't run a business without staff. I'm hoping that by demonstrating to them that I'm doing all I can to help that they will help me back, by staying on at the store."
The investment was the latest in a string of blows to his margins, Chris added.
"In addition to rising wages and business rates, the cost of a tanker of fuel has also risen sharply from £36,000 to more than £45,000 in the past year, which is a huge strain.
"The government must step in and stop this situation from getting any worse, or face disastrous consequences," he said.