BARNHART, Mo. -- Home Service Oil Co. has signed on to VP Racing Fuels’ national branding program.
The fuel distributor owns and operates nine Express Mart stores and supplies 60 additional sites in Missouri, Arkansas and Illinois. A company executive cited competitive pressures for the decision to reimage with VP Racing Fuels.
“We operate in an area with some strong major brands and super independents, so we’ve been looking at unbranded programs in hopes of becoming more competitive,” said Zach Mangelsdorf, sales manager for Home Service Oil. “VP Racing Fuels offered the most compelling package, including an attractive image at a relatively low cost, the opportunity to save 8 to 12 cents per gallon with unbranded supply, and new profit centers driven by VP-branded products.”
Home Service is reimaging its first location with the VP brand in Piedmont, Mo., and plans to reimage four more sites by the end of 2017. The stores will also offer VP’s automotive product line, including VP Madditive performance chemicals, VP Small Engine Fuels and off-road race fuel blends.
“These all represent new profit centers that will attract new customers we wouldn’t otherwise capture, customers who will drive out of their way to find them,” said Mangelsdorf.
“Home Service has a great reputation for doing what is right for their dealers, and we look forward to working with them to help their dealers become more competitive,” said Alan Cerwick, president of VP Racing Fuels, San Antonio.
Home Service Oil Co., Barnhart, Mo., supplies heating oil, diesel and gasoline to homes, farms, construction sites and commercial accounts. It also supplies racing gas, methanol, aviation gasoline, jet fuel and other specialty fuels.