VP Racing Fuels Introduces New Branding Program

RE Powell to partner with VP in new retail branding program…..Northwest Distributor sees growth potential with VP Branding Initiative, fuel cages….

In a move that promises to accelerate the growth of its branding initiative in the northwestern U.S., VP Racing Fuels, Inc. today announced that RE Powell Distributing Company has signed up for VP’s new program to brand fuel stations with the VP Racing Fuels brand. “As RE Powell partners with VP’s team, I am confident this new program will be a success for the dealer who is looking for differentiation as well as our company which is looking to provide the best solutions to each of our customers,” said Justin Christensen, RE Powell’s Director of Marketing and Sales.

“RE Powell is a powerhouse and highly respected fuel distributor and VP appreciates the success and commitment it has brought to our race fuel business,” said Bryan Noonen, VP’s Regional Manager-Branded Wholesale Business Development. “We’re equally excited to count RE Powell among our dedicated family of marketers nationwide who work tirelessly to develop VP branded fuel stations.  RE Powell’s professionalism and knowledge of the marketplace is unmatched and we look forward to continued growth and success.”

 Over many years of distributing VP’s race fuel products, RE Powell has come to appreciate working with VP’s impassioned experts and forged a strong relationship with the VP team. “That’s why we were very excited when VP approached us with the opportunity to strengthen its presence by branding VP retail locations,” said Christensen. “In our eyes VP’s brand program creates the best of both worlds—a first class “branded” image AND the pricing flexibility that comes along with unbranded fuel supply. The bonus of the program is the incredible credit card-processing program that will save our customers hundreds if not thousands of dollars each month.”

Christensen recently introduced the VP brand program to its retail fuel dealers at its annual customer conference, along with the VP “Fuel Cage,” a program providing for the retail sale of VP’s high performance race fuels in 5-gallon pails. “I was confident it would make a ‘splash,’ but we were not prepared for the level of excitement it generated – nearly every one of our unbranded customers and even some of our branded customers were immediately interested in the opportunity.”

RE Powell is a privately owned distributing company based in Grandview, WA, servicing the states of the Pacific Northwest, Alaska and portions of Canada, including more than 300 retail dealer sites in Washington, Oregon and Idaho. Founded in 1935 and one of Inc. 500’s Fastest Growing Companies three years in a row, RE Powell Distributing falls under the Powell-Christensen, Inc. umbrella in which all companies were developed to create added opportunities for the customer. Some of these wholesale and retail companies include General Transport, Amerifuel, Ameristar, Ameriwash and Ameristorage. To find out more about RE Powell visit www.repowell.net.

VP Racing Fuels is best known as the World Leader in Race Fuel Technology, fueling champions in virtually every form of motorsports on land, sea and air since 1975. VP is the Official Racing Fuel of NHRA Championship Drag Racing, American Le Mans, World of Outlaws Sprint Cars and Late Model Series and Rally America, among more than 60 VP-sponsored series and sanctioning bodies.

In addition to racing fuels, VP’s product line includes SEF Small Engine Fuels, formulated specifically for 2-cycle and 4-cycle portable gas-powered equipment and PowerMaster hobby fuels for R/C Racing. More information is available online at vpracingfuels.com, seffuels.com or powermasterfuels.com.

Posted by:  Steve Scheidker