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    VP Racing Adds Trio of Partners

    Rice Oil, JAT Oil and RSI Petroleum all to offer its branded fuel offering.

    LAFOLLETTE, Tenn., CHATTANOOGA, Tenn., and MOJAVE, Calif.  — VP Racing Fuels Inc. inked deals with three new retail fuel suppliers: Rice Oil Co., JAT Oil Partners and Ramos/Strong Inc., dba RSI Petroleum.

    LaFollette-based Rice Oil, a supplier to 12 convenience stores in Tennessee, Kentucky and Virginia, recently converted its first site to the VP Racing 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 into 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,” he continued. “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.”

    Rice Oil was purchased in 2007 by Odus Mundy and Addie Rice Mundy, who have continued to provide services to the company. Paul and Judy Rice purchased Parrot Oil Co. in 1980, and changed the name to Rice Oil Co.

    “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.”

    Chattanooga-based JAT Oil supplies 125 retail locations in Tennessee, Georgia and Alabama.

    “For us, the most appealing aspect of VP’s retail branding program is that it makes us different. VP’s new, attractive image will allow our dealers to stand out and reclaim some of the gallons that we’ve lost to major chains,” said Brian Venable, brand manager for JAT Oil. “Secondly, it provides additional revenue streams that we can offer our dealers with VP-branded race fuels, additives and small engine fuels.”

    Based in Mojave, California, RSI supplies 60 retail sites throughout southern California, primarily east of the Sierra Nevada range.

    “We’ve done well in the unbranded retail market, but VP Racing Fuels takes that concept to another level,” said Larry Mitchell, vice president, secretary and general manager of RSI. “The ability to purchase unbranded supply at a lower cost is key to competing with the independents, but the VP brand also has greater appeal to the performance enthusiasts in our customer base.”

    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.

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