Industry Leader VP Racing Fuels has announced two more important and strategic alliances….

SANDRI ENERGY TEAMS UP WITH VP RACING FUELS – Distributor Looks to VP’s Retail Branding Program for Growth

VP Racing Fuels introduced Greenfield, MA-based Sandri Energy as its newest retail branding partner.  With operations in Massachusetts, New Hampshire, Vermont, New York, Connecticut and Rhode Island, Sandri is expected to accelerate the expansion of the VP Racing Fuels brand in the Northeast.

While Sandri currently supports 115 retail locations, it plans to leverage the VP Racing Fuels brand as it seeks to expand its business through the acquisition of wholesale supply at new stations.  “VP’s program offers significant benefits to station owners, in effect offering the benefits of a major brand without the cost,” said Tyler Van Epps, Director of Motor Fuels for Sandri Energy.

“First, you get a clean, professional, known brand with the flexibility of purchasing unbranded gas.  Second, VP’s ancillary products offer new revenue streams not available anywhere else.  Third, we anticipate significant savings from VP’s low credit card network and processing fees.  On top of all that, the back-end support VP provides for station openings and other activities is a real bonus.”

“The revenue potential from the wide variety of VP-branded products is substantial,” Van Epps added.  “From VP’s race fuels to VP Madditive® performance chemicals and VP Small Engine Fuels for outdoor power equipment, these stations will become a destination for everyone from performance enthusiasts with a street rod to anyone with a lawnmower or weed whacker.  We have stations near drag strips, dirt tracks and other race facilities that will be natural outlets for 5-gallon pails of VP’s off-road race fuel blends, although a nice aspect of VP’s program is its flexibility, which allows the product mix to vary according to the demographics in a station’s area.”

“We’re thrilled to bring Sandri on board as a retail branding partner and appreciate the ‘energy’ they’ll bring to VP’s program,” said Alan Cerwick, President of VP Racing Fuels.  “They clearly understand the changes under way in our industry and the solutions VP brings to the table to stay ahead of them.  We look forward to growing together in the Northeast.”

About Sandri Energy:

Sandri is a third generation family-owned and operated business, offering a full array of energy related products and services throughout the Northeast. Founded on the principal of offering quality products and outstanding service, Sandri has grown and diversified over the past 80 years beyond the distribution of fuel, along with a variety of energy products and 2 golf courses.  Sandri is a distributor of CLEAN BURN waste oil furnaces, boilers, and used-oil recycling centers, while also offering quality fuel oil, expert HVAC service, heating and cooling equipment.  Sandri also markets renewable energy options for residential and commercial customers to meet virtually any need, including solar hot water systems, premium wood pellets, ultra-low emissions wood pellet central heating systems.  More information is available at sandri.com.

CONTACTS:
Sandri Energy
Tyler Van Epps: 413-772-2121; tyler@sandri.com

DESERT FUELS ON BOARD TO GROW VP RACING FUELS BRAND IN SOUTHWEST – Six Stores to Convert to VP Brand in Initial Phase

VP Racing Fuels has announced that Albuquerque, New Mexico-based Desert Fuels is the newest distributor to partner with VP in its retail branding program.   With operations in New Mexico, Arizona, California, Texas, Colorado and Michigan, Desert Fuels services more than 60 retail sites including 11 that it owns and operates, of which six are to be converted to the VP Racing Fuels brand during the program’s initial phase.

A key factor that drew Desert to VP’s program was the brand’s ability to reach new markets, according to Jay Kennedy, Vice President of Asset Management for Desert Fuels.  “In evaluating brands that could help us achieve our objectives, it was clear they can all capture traditional commuters and soccer moms, but only VP reaches the race fans and performance enthusiasts that we’ve never successfully reached before.  Albuquerque in particular has a strong racing community with the influence of the Unser family, the Unser Museum and lots of racing at local tracks.”

“Unlike other brands, VP also brings additional profit centers to the table with its additives, specialty fuels, race fuels and branded apparel.  We look forward to trialing the Fuel Cube™ program to gauge the demand for 5-gallon pails and determine the proper mix of off-road fuel blends for different demographics.  The racing segment was new to most of us here and we’re still learning things, like what’s a ‘Funny Car’, for example.  But based on reports from other VP partners, we’re confident it will be a critical factor in our success.”

“Desert Fuels is a well-respected and innovative distributor and we’re happy to partner with them in our retail branding program,” said Alan Cerwick, President of VP Racing Fuels.  “Their understanding of the industry, their enthusiasm for the program and willingness to think outside the box with us is very much appreciated.  We’re looking forward to working together to reshape the branded retail landscape in the Southwest.”  More information about VP Racing Fuels’ retail branding program is available at vpracingfuels.com/branding.

About Desert Fuels:

Desert Fuels is one of the largest and fastest-growing petroleum commodity supply and logistics companies serving the southwestern United States and rapidly expanding nationally.  A major wholesaler of gasoline, diesel, and any combination of biodiesel, Desert Fuels supplies fuel to some of the nation’s largest transportation and freight companies; city and state governments; regional school districts; industrial and commercial construction projects; agricultural and farming enterprises; airports, utilities, and multiple retail and convenience store outlets.  Not just another fuel supplier, Desert Fuels is committed to revolutionizing the wholesale fuel industry while providing unparalleled customer service; simplified, competitive pricing; and reliable, on-time, accurate delivery.  More information is available at desertfuels.com.

CONTACTS:
Desert Fuels
Jay Kennedy: 505-369-3509; jay@desertfuels.com

About VP Racing Fuels:

Celebrating its 40th anniversary this year, VP Racing Fuels is best known as the World Leader in Race Fuel Technology™, fueling champions in virtually every form of motorsport on land, sea and air since 1975.  VP is the Official Racing Fuel of Tudor United SportsCar Championship, AMA Supercross, TORC: The Off Road Championship, NMRA, NMCA, World of Outlaws Sprint Cars, Pirelli World Challenge, PDRA and Rally America, among more than 60 VP-sponsored series and sanctioning bodies.

As part of a retail branding program, gas stations and convenience stores across the U.S. are being branded as VP Racing Fuels, with each providing distribution for VP’s other product lines, including ethanol-free VP Small Engine Fuels, formulated for 2- and 4-cycle outdoor power equipment; VP Madditive™ performance chemicals; VP PowerWash™ and more.  VP also markets VP PowerMaster® hobby fuels for R/C racing.  More information is available online at VPRacingFuels.com, VP-SEF.com or PowermasterFuels.com.

Posted by: Steve Scheidker