ALBUQUERQUE, N.M. -- Desert Fuels is the newest distributor to partner with VP Racing Fuels in its retail branding program. With operations in New Mexico, Arizona, California, Texas, Colorado and Michigan, Desert Fuels services more than 60 gas stations 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 Albuquerque, N.M.-based 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.”
He continued, “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 five-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.”
Alan Cerwick, president of VP Racing Fuels, San Antonio, said, “Desert Fuels is a well-respected and innovative distributor and we’re happy to partner with them in our retail branding program. 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.”
Celebrating its 40th anniversary this year, VP has fueled champions in 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 and Late Models, Pirelli World Challenge, PDRA and Rally America, among more than 60 VP-sponsored series and sanctioning bodies.
Gas stations and convenience stores across the United States are joining VP's retail branding program, with each providing distribution for VP’s other product lines, including ethanol-free VP Small Engine Fuels, formulated for two-cycle and four-cycle outdoor power equipment; VP Madditive performance chemicals; VP PowerWash and more. VP also markets VP PowerMaster hobby fuels for radio-controlled (R/C) racing.
Desert Fuels a leading petroleum commodity supply and logistics company serving the southwestern United States and expanding nationally. A major wholesaler of gasoline, diesel and 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 outlets and convenience stores.
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