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Kings Food Markets has launched its exclusive Local Fresh 24/7 program, which makes locally grown produce available for sale within 24 hours of harvest.
This program is unique to the Parsippany, N.J.-based supermarket and was developed in partnership with Massachusetts-based Red Tomato, a non-profit committed to better connecting farmers and consumers. Through Local Fresh 24/7, Kings works with a network of small and mid-sized, regional farmers to deliver all featured products fresh to its 24 stores within 24 hours of harvest. Local farmers harvest only the freshest, seasonal products in the morning, and through an expedited distribution process, they are delivered to Kings' stores and prepared for sale the next day.
Once these products have been available for a single day, any items not sold will be removed from Local Fresh 24/7 displays and integrated into Kings' general selection of produce.
"The logistics of Local Fresh 24/7 are unbelievably heroic," said Paul Kneeland, vice president of produce and floral for Kings. "From the dedicated New Jersey growers who carefully tend and harvest these crops, to the distribution teams and Red Tomato staff who ensure delivery to the stores, to the amazing commitment of the entire Kings organization, this is an unprecedented effort to both support the local farmer and bring the absolute freshest, best produce to the supermarket shopper."
With Local Fresh 24/7's emphasis on selecting only the freshest produce, products available through the program will vary daily and are likely to include summer staples as heirloom tomatoes, corn, squash, cilantro, lettuce, parsley, mint, radishes, spinach and more.