BELLEVILLE, Ont. — Rosebush Energies, which owns and operates two gas stations and services 10 other retail sites in Eastern Ontario, is the newest distributor partner for VP Racing Fuels. The deal marks VP’s expansion of its retail branding program to Ontario, Canada.

Owner Earl Rosebush said he 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,” he said. “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.”

He continued, “We try to provide an entire package to stations we work with. 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-plus 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 third-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.”

San Antonio-based VP Racing and its retail brand program helps convenience-store retailers differentiate, save money and compete more effectively with major brands and large retailers. VP-branded stores also distribute VP’s other product lines including small-engine fuels, hobby fuels, performance chemicals and more.

Beyond servicing retail locations with fuel products, Belleville, Ont.-based Rosebush Energies services 5,000 homes with heating fuels, propane and other energy products. Rosebush also installs tanks and dispensing equipment and distributes bulk motor fuels, heating oil and propane for commercial and industrial applications.