VP Racing Fuels Inc. announced its newest retail brand partner—Mercury Fuel Service Inc., based in Waterbury, Conn.
Mercury distributes wholesale gasoline and fuel oil throughout Connecticut, New York and Massachusetts while servicing 75 branded retail locations, each of which will be on the table for rebranding with VP Racing Fuels.
“When we reviewed VP’s retail branding program, we really liked the image and the other advantages of the program were immediately clear,” said Mike Devino, president of Mercury Fuel. “We’ve distributed race fuels in the past and wanted to continue, so switching to an industry leading brand like VP was an easy choice. We also wanted to have an additional brand for wholesale customers. Together with the savings we’ll realize from VP’s low credit card processing fees and sourcing unbranded supply and the new revenue we’ll generate from VP Small Engine Fuel and VP’s Madditive performance chemicals, all this will make us much more competitive.”
“Mike Devino is a car enthusiast but he’s also a businessman who recognized the value in branding with VP,” said Jim Kelly, VP’s regional manager-race fuel sales. “His new VP station in Plainville, Conn. has already become a destination for performance car, bike and pick-up truck drivers who want 101 octane street legal fuels at the pump.”
“Mercury has also embraced the Vintage market by stocking a VP Fuel Cube with five-gallon pails of our leaded and unleaded Vintage fuels, while also promoting VP’s partnership with nearby Lime Rock Park,” Kelly added. “Mercury has also made VP100 available in bulk to interested stations in Connecticut and Massachusetts.”
“The addition of Mercury Fuel to Team VP is an important milestone in the expansion of our retail branding program,” said Matt Schuster, regional manager-branded wholesale development for VP. “Their commitment to VP’s program provides yet more proof of the program’s viability. We look forward to working together to aggressively grow our presence throughout New York, Massachusetts and Connecticut.”