In a move designed to grow its branding initiative in the northwestern U.S., VP Racing Fuels Inc. recently announced that RE Powell Distributing Company has signed on with VP’s new program to brand fuel stations with the VP Racing Fuels brand of high performance and racing fuels. What this new marketing initiative will create, in effect, is a growing number of VP Racing Fuels “gas stations” where VP’s renowned products will be available.
“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.”
Recently introduced to retail fuel dealers at its annual customer conference, the VP brand program and the VP “Fuel Cage” program provide dealers the ability to sell VP’s high performance race fuels in 5-gallon pails in a retail environment. “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,” said said Justin Christensen, RE Powell’s Director of Marketing and Sales.