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    Ukrop's Cuts Gas Discount

    Virginia chain reduces discount reward program, adjusting savings with the lower cost of fuel.

    Ukrop's Super Markets Inc. slashed the amount of savings offered in its gasoline discount program by 50 percent, according to the Richmond Times-Dispatch.

    The chain's "fuelperks!" program, which began June 30, 2008, when gasoline prices were more than $3 per gallon, initially offered customers a 10-cent per gallon discount for every $50 they spent at a Ukrop's store, the newspaper reported. The reward was reduced to five cents per gallon, Robert S. Ukrop, the chain's president and CEO, wrote in a letter to customers.

    "This adjustment coincides with the more than 50-percent reduction in the cost of fuel since we began the program and still allows fuelperks! to remain the best program in the market to save on gas," Ukrop wrote.

    Ukrop said the chain would not commit to extending the fuel-savings program beyond March 28.

    Thirty gasoline stations in the region participate in the program, which limits customers to purchasing a maximum of 20 gallons at the discounted price. Customers saved more than $5.1 million in gasoline costs since the program was introduced, according to the grocery chain.

    Ukrop's will use other methods to save customers money, primarily in-store price reductions on more than 2,500 items, the company said. "We will be nimble and thoughtful as we seek ways to bring innovative services and programs to you," Ukrop wrote.

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