Supervalu Spotlights Local Produce

Supervalu is putting the spotlight on locally sourced produce in many of its chains this summer.Dubbed "Win With Fresh Produce," the initiative is among Supervalu's priorities in fiscal 2011, according to published reports. W. Newell & Co., the retailer's produce wholesaling unit, is executing the campaign, which uses P-O-P materials to emphasize the local source and freshness of various fruits and vegetables.Launched at Jewel-Osco in late May, the campaign employs messages such as "Taste of the Season" and "picked at the peak of freshness" on ceiling signs, banners and standees throughout the produce department. The messages are often enclosed in a circle employing the same graphic treatment Supervalu is using in the "Your Neighborhood Summer Headquarters" campaign launched in the spring. Elsewhere, signs positioned near specific fruits and vegetables carry such thematic messages as "Just Arrived" and "Locally Harvested," while other signs play up precise qualities, such as ripeness ("crisp" and "soft") and taste ("tart" and "sweet").Store circulars and website ads employ similar phrases, prominently showcasing fruit and vegetable selections."This program brings another level of hyper-local marketing into our stores, where the shopper knows that we support the local economy," chief executive officer Craig Herkert said in remarks at Supervalu's annual shareholders meeting in June, according to reports. "It sends a positive message about our stores."In related chain-specific activity, Shaw's has also emphasized the local sourcing and freshness of its seafood in a "Get It Fresh. Get It Now" campaign stressing deliveries from such New England ports as Gloucester (MA), New Bedford (MA) and Portland (ME). The chain is also using the aforementioned circle graphics in circular features to promote beverages and related SKUs with messages such as "quench your thirst for savings" and "don't forget the ice."Acme, meanwhile, is offering both a refund and a free replacement product to shoppers who are not satisfied with their seafood purchases.Cause/Community ProgramsFarm Fresh in June pledged to donate 25 cents (up to $10,000) to the USO of Hampton Roads (VA) for each purchase of a P&G "hero brand" as part of a weekly program that began in the spring. (See "P&G brandSaver: June 6, 2010.")EventsShop 'n Save is celebrating its 30th anniversary this year with a variety of events and promotions. The chain is staging three free concerts in hometown St. Louis in conjunction with country music radio station WIL (owned by Bonneville International Corp.). Partnering vendors such as Kraft's Nabisco, Prairie Farms and North Star Novelties are distributing samples at the events, which kicked off June 25 with a concert by Darryl Worley.Kraft Foods' Crystal Light activated its sponsorship of the Lilith Fair music tour at an Albertsons in Irvine, CA, and a Jewel-Osco in Orland Park, IL. Staged when the tour was nearby, the tailgating events included karaoke contests awarding tickets to the concert and other prizes. The stores additionally awarded prizes to shoppers who bought two boxes of Crystal Light on event day.SustainabilitySupervalu recently installed rooftop solar power systems at three Albertsons stores in California.

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