VP Racing Fuels Inc. has announced the addition of Mielke Oil Company Inc. to its roster of retail brand partners. Based in Little Falls, Minn., and distributing to more than 70 retail locations in five states, Mielke has distributed VP’s race fuels and other performance products for two years.
 
“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.
 
“VP’s brand image is truly unique and will help differentiate our retail locations from the competition,” he 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.”
 
Added Alan Cerwick, president of VP Racing Fuels, “We’re excited to bring a great partner like Mielke Oil into our branding program and look forward to working together to grow our brand. Mielke Oil has enjoyed great success for going on three generations to become a premier supplier in Minnesota and the surrounding states. They’re in a unique position to recognize how VP’s game-changing retail brand program will address some of the industry’s ills and provide a positive impact on retailers’ bottom line. We encourage interested dealers in Mielke’s states of operation to contact them for more information.”