New Mexico-based Desert Fuels is the newest distributor to partner with VP Racing Fuels, Albuquerque, N.M., in its retail branding program.
Desert Fuels services more than 60 retail sites, with operations in New Mexico, Arizona, California, Texas, Colorado and Michigan, including 11 stores which it owns and operates. Six of Desert Fuels’ stores are to be converted to the VP Racing Fuels brand during the initial phase of the program.
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 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.”
“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,” said Kennedy.
“Desert Fuels is a well-respected and innovative distributor and we’re happy to partner with them in our retail branding program,” said Alan Cerwick, president of VP Racing Fuels. “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.”