Low credit card processing fees among the benefits that attracted Rice Oil to the VP brand.

Rice Oil Co. has joined VP Racing Fuels’ roster of retail branding partners. Based in LaFollette, Tenn., Rice Oil has supplied the mining, convenience store and other industries for 36 years and currently supplies 12 retail locations in Tennessee, Kentucky and Virginia. It recently converted its first site to the VP brand in Jellico, Tenn.

“In evaluating VP’s branding program, we feel it’s one of the best images out there,” said Odus Mundy, owner and president of Rice Oil. “Plus VP’s credit card processing fees are substantially lower and the opportunity to purchase unbranded supply means we won’t be locked in to a major brand.”

“We’ll generate new revenue streams with sales of VP-branded products, including its off-road race fuel blends in five-gallon pails. Although the first site we reimaged isn’t close to any race track venues, there are plenty of performance enthusiasts with street rods and muscle cars in the area that will be attracted to the VP brand. Any dealer who’s struggling to compete in today’s environment can benefit from VP’s program with new revenue, lower expenses and the increased profits that come with them,” Mundy added.

“The Mundys, and Rices before them, have built a successful business based on quality products and service and we’re proud to have them as partners in our retail branding program,” said Alan Cerwick, president of VP Racing Fuels. “We look forward to growing our businesses together for years to come.”