VP Racing Fuels has expanded its distributor network in the Midwest offering a branded program with fuel supplied by Flint Hills Resources. This unique brand offers a one-stop shop for general consumers and automotive enthusiasts. For distributors the VP program offers more flexibility than the typical major brands. Most importantly, for dealers, VP offers independence and revenue growth that no other brand can. Currently the program is offered in Minnesota, Wisconsin, Iowa, Nebraska, North Dakota and South Dakota, and is seeing strong adoption from key dealers and distributors.
We’re pleased to announce that Dehn Oil Company (Ramsey, MN) has committed a package of stores in Minnesota. These sites will include the first wave of new VP Racing Fuels branded gas stations in and around the Minneapolis/St Paul area. The fresh look and expanded offerings from VP will provide their retail customers an experience that’s different than any other gas station. According to Rick Dehn, CEO, Dehn Oil Company, “I’ve found VP Racing Fuels creates value and loyalty with our customers. We believe in the VP Racing Fuels service and commitment, and our customers believe in it as well.”
Two additional distributors have signed on to the new branded program and are actively marketing the brand throughout the Midwest: HTP Energy (Onalaska, WI) and Dooley’s Petroleum (Willmar, MN).
“The strong and diverse group of distributors joining the program is testament to the creativity and uniqueness that the program offers to customers,” said Todd Craig, Senior Vice President of Refined Products and Asphalt for Flint Hills Resources. “By combining the reliable supply from Flint Hills Resources with great service and strong brand image from VP, distributors recognize that they have the ability to take this new branded program and turn a gas station into a destination.”
“The program is distinctively designed to create mutual success for all parties involved (distributor, dealer and supplier). I am thrilled with the progress we have made with Flint Hills Resources, and their vision and support of VP. The market has received the brand very favorably,” said Alan Cerwick, President and CEO of VP Racing Fuels. “It is only the beginning of what can be accomplished in the coming years.”
