SAN ANTONIO, TX – As announced today by VP Racing Fuels, Albuquerque, New Mexico-based Desert Fuels is the newest distributor to partner with VP in its retail branding program. With operations in New Mexico, Arizona, California, Texas, Colorado and Michigan, Desert Fuels services more than 60 retail sites including 11 that it owns and operates, of which six are to be converted to the VP Racing Fuels brand during the program’s initial phase.
A key factor that drew Desert to VP’s program was the brand’s ability to reach new markets, according to Jay Kennedy, Vice President of Asset Management for Desert Fuels. “In evaluating brands that could help us achieve our objectives, it was clear they can all capture traditional commuters and soccer moms, but only VP reaches the race fans and performance enthusiasts that we’ve never successfully reached before. Albuquerque in particular has a strong racing community with the influence of the Unser family, the Unser Museum and lots of racing at local tracks.”