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SAN ANTONIO -- VP Racing Fuels is growing its roster of retail brand partners with the addition of Mielke Oil Co. and Leiszler Oil Inc.
Mielke Oil, based in Little Falls, Minn., has distributed VP's race fuels and other performance products for two years and sees opportunity in VP's brand program.
"VP enjoys a great reputation for quality products in the racing industry and loyalty among performance enthusiasts, which we believe will carry over to consumers outside the performance market as well," said Doug Mielke, owner and president of Mielke Oil. "By adopting VP's brand program, we anticipate a boost in sales of VP's race fuels and performance products, as well as street gas, and these increased sales in turn will help us brand more stations."
Mielke Oil distributes fuel to more than 70 retail locations in five states: Minnesota, North and South Dakota, Wisconsin and Iowa.
"VP's brand image is truly unique and will help differentiate our retail locations from the competition," Mielke continued. "Coupled with VP's outstanding credit card program and the additional revenue we expect to generate, VP's program offers substantial benefits that will make our retail partners more competitive."
Clay Center, Kan.-based Leiszler Oil operates 16 Short Stop convenience stores and provides wholesale distribution of fuels to 14 branded and 13 unbranded retail sites in central and northeast Kansas.
"We are extremely excited to adopt VP's retail brand program," said Alison Leiszler Bridges, president of Leiszler Oil. "Our decision to go with VP gives our customers a professional and attractive image, industry-leading credit card processing rates, and it provides our team the ability to source unbranded product at the best possible price."