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    Associated Food Stores Pushes Fresh With Rocky Mountain Farm

    Summer event promotes local produce

    The first Rocky Mountain Farm event held at Peterson's in Riverton, Utah.

    Associated Food Stores’ new Rocky Mountain Farm -- a farmers’ market-like sale to help independent grocers promote fresh produce, including local selections -- will take place July-October in participating stores. The effort enables retailers to promote fresh products while allowing their team more interaction with customers.

    “Rocky Mountain Farm is great because it helps us emphasize our fresh produce and partnerships with local growers. It also provides a great way for us to interact with our guests,” said Brandon Peterson, store director at Peterson’s in Riverton, Utah. Peterson’s hosted the first event June 25-27, with plans to hold another in the near future. “Talking with and getting to know our shoppers better is one of the best parts about it.”

    In response to member requests for help in promoting fresh local produce, Associated Food Stores' Leigh Vaughn, product category manager, and Bill Price, produce category manager for AFS corporate stores, developed the sidewalk tent event. “Rocky Mountain Farm is a great way for retailers to highlight the freshest produce,” Vaughn said. “We’ve partnered with many local growers to ensure the items offered during these sales are as fresh as possible.”

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