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NORMAN, Okla. — Danielson Fuel Services is the latest company to partner with VP Racing Fuels' retail branding program.
The partnership is a move to respond to Danielson's dealers in the midst of a changing landscape, according to Steve Hopkins, vice president, fuel operations at Danielson.
"Dealers today are sophisticated and demand options, flexibility and transparency," Hopkins said. "We have always desired to put our dealer first — if the dealer is healthy and profitable then Danielson will also benefit."
Hopkins noted that margin pressure means that an unbranded solution is constantly on the mind of dealers, and that VP Racing Fuels helps Danielson gain contract commitments from them while providing the low cost, freedom and flexibility that dealers want.
"In our service area, there are many boating and motorcycle enthusiasts who demand a high quality fuel and we believe they'll be drawn to our stores by the VP Racing Fuels name," he added. "We are excited about our new relationship with VP and anticipate many years of growth for both companies."
Norman-based Danielson supplies 100 independent locations in Oklahoma, Texas, Kansas, Arkansas and Missouri.
"The folks at Danielson Fuel Services are savvy marketers who understand how to respond to a changing industry," said VP's Chris Wall, senior director - branded retail. "We look forward to working with Steve and his team to continue growing our businesses."
San Antonio-based VP Racing Fuels' retail branding program enables gas stations and convenience stores to reduce their credit card processing expenses and lower their cost of supply, as well as increase revenues with new profit centers built on VP-branded products, all while gaining more control over their business, stated the company.