Ukrop’s and Pick ‘n Save are the latest grocers to get cracking in the fuel discount movement, when last week they began new loyalty marketing programs tied to gasoline purchases in an effort to help consumers stretch their dollars in today’s tough economic climate.

Ukrop’s will run the program at 25 stores in the Richmond, Virginia area. Roundy’s Supermarkets, owner and operator of the Pic ‘n Save, is piloting the program through September 10.

“Fuelperks! is the most ambitious customer loyalty and rewards program since the launch of our Ukrop’s Valued Customer Card in 1987,” said Bobby Ukrop, president and c.e.o. of Ukrop’s. “Rising fuel prices impact everyone from young adults to families to seniors on fixed incomes. Fuelperks! is an effort to help Richmonders stretch their grocery and gas dollars.”

The fuelperks! program will allow Ukrop’s customers to save 10 cents per gallon for every $50 they spend using their Ukrop’s Valued Customer (UVC) card.

Pick ‘n Save shoppers receive the same benefits when they spend $50 using their Roundy’s Rewards card. To redeem the rewards, members swipe their loyalty cards at participating fuel locations, and the price of the gas automatically rolls down to the reduced price. 

Richmond, Va.-based Ukrop's operates 28 retail food stores, Joe's Market (a regional specialty market), a central bakery and kitchen, and a distribution center.

Roundy's Supermarkets, Inc., Milwaukee, Wis. operates 152 retail grocery stores under the Pick 'n Save, Copps, Rainbow, and Metro Market banners in Wisconsin and Minnesota.