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AFS Debuts Rocky Mountain Farm To Help Grocers Promote Fresh Produce

The first Rocky Mountain Farm was held at Peterson’s Fresh Market in Riverton, Utah, in late June.The first Rocky Mountain Farm was held at Peterson’s Fresh Market in Riverton, Utah, in late June.

Associated Food Stores has launched Rocky Mountain Farm, a neighborhood harvest event to help participating retailers promote fresh produce, including some from local sources, through a farmers market-like sale in front of their stores or in their parking lots.

Rocky Mountain Farm will stop at various AFS independent retailers through October. In addition to a fresh-focus emphasis, the sale gives store teams an opportunity to interact with and get to know more guests.

“Rocky Mountain Farm is a great way for retailers to highlight the freshest produce,” said Leigh Vaughn, produce category manager at AFS. “We’ve partnered with many local growers to ensure the items offered during these sales are as fresh as possible. Rocky Mountain Farm is a great way to support a local initiative in our communities and a great way to interact with our guests.”

Rocky Mountain Farm is a result of requests from retailers for a better way to promote fresh produce, especially since some of their offering comes from local growers. In response, Vaughn and Bill Price, the produce category manager for AFS’ corporately owned stores, worked with their teams to create the sidewalk tent event. The first Rocky Mountain Farm was held at Peterson’s Fresh Market in Riverton, Utah, late last month. Peterson’s plans to host the event again in the coming weeks, and other retailers are lined up to host Rocky Mountain Farm.

“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. “Talking with and getting to know our shoppers better is one of the best parts about it.”

Salt Lake city-based Associated Food Stores is an independent retailer-owned warehouse providing complete warehouse facilities and services to more than 400 grocers throughout the Intermountain West.

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