VP Racing Fuels marked the expansion of its retail branding program to Ontario, Canada, with the help of its newest distributor partner—Belleville, Ontario-based Rosebush Energies. Rosebush Energies owns and operates two retail locations and services 10 other retail sites in Eastern Ontario, in addition to distributing heating oil, propane and other products and services to residential and industrial accounts.
 
Owner Earl Rosebush sees VP’s branding program as the best chance for retail sites and small chains to differentiate themselves. “Everybody is competitive on price, so we have to stand out in other ways, which VP helps us accomplish with an entirely new concept,” said Rosebush. “With its race fuel component, VP-branded performance products and racing paraphernalia, VP has built a new marketing platform that enables a station to stand out and helps create a whole new experience for the retail customer.
 
“We try to provide an entire package to stations we work with,” Rosebush continued. “Besides the brand image, marketing support and new revenue opportunities, VP’s program has the expense side covered by allowing us to purchase fuel at low rack for higher margins, along with other savings.
 
“Having distributed race fuel in Ontario for 20+ years, I recognized VP as the most popular brand in Canada,” Rosebush added. “I anticipate it will help any station to be successful, but especially those located in racing communities with access to local race tracks.”
 
“We’re excited to establish a foothold in Canada and appreciate the confidence shown in our retail branding program by Earl and his team at Rosebush Energies,” said Alan Cerwick, President of VP Racing Fuels.  “Running a successful 3rd generation business, Earl knows all aspects of the industry and markets in Ontario and recognized the unique advantages offered by VP’s program.  We’re very happy to have Rosebush Energies carry the flag for us in Canada and look forward to working together to grow the VP brand in Ontario and beyond.”