
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: WEDNESDAY, September 15, 1993                   TAG: 9309110110
SECTION: VIRGINIA'S FINEST                    PAGE: VF-2   EDITION: METRO 
SOURCE: 
DATELINE:                                 LENGTH: Medium

HOW TO PUT QUALITY ATOP YOUR SHOPPING LIST

When you see the familiar blue and red Virginia's Finest checkmark on your favorite grocery items, it means you're seeing the finest of what Virginia has to offer. From peanut butter and jelly, to ham and eggs . . . the Virginia's Finest checkmark means quality.

Nursery products, too, are included in the Virginia's Finest trademark program which means you can enjoy the taste and beauty of Virginia . . . from the kitchen to your own backyard.

Introduced in 1989, the Virginia's Finest trademark program makes it easy for shoppers, as well as retail and wholesale outlets, to identify the very best agricultural products produced, or processed, in Virginia. Just six months after the program was introduced, the list was 32 participants long.

Today, there are more than 500 agricultural producers that have qualified to use the registered trademark. These producers have met strict industry standards that assure you of the highest quality available in the marketplace. The voluntary use of the patriotic blue and red symbol also means that these producers are proud of these standards. You can be, too. And, there's more you can be proud of. Though more than 30 states across the nation have a trademark program, only a few are based on standards of high quality. Like Virginia's Finest.

Grocers throughout the state are beginning to jump on the bandwagon and realizing that their shelves contain a gourmet gold mine when it comes to Virginia food. From the dairy counter to the produce department to shelves of canned and bottled goods, Virginia's Finest products are being identified at the point of purchase to let shoppers know that they are getting home-grown, homemade, farm-raised or Virginia-processed products.

"We have 64 stores statewide and believe that the Virginia's Finest program has provided us with an excellent opportunity to showcase the large variety of quality products from Virginia," says Larry Johnson, Safeway Stores. "In fact, over 40 of our stores are in Northern Virginia, where the clientele is constantly changing. The Virginia's Finest program provides an ongoing education on the high value of Virginia's natural bounty."

Johnson noted that the Fall Promotion is an excellent retail opportunity to spotlight Virginia products. "We enjoy participating in the Fall Promotion since it is the perfect opportunity to bring attention to all of the Virginia's Finest products throughout our stores."

Look for the Virginia's Finest seal of quality whenever, and wherever you shop. If you don't see it, ask about it during the Fall promotion at the at these participating stores: Farm Fresh, Fresh Fields, Shoppers Food Warehouse, SuperFresh, Safeway, Giant, Sutton Place Gourmet, Magruders, Richfood, Ukrops, Camellia, Food Lion, Harris Teeter, Ingles, Lowes, K-VA-T, Acme, Winn Dixie, LEM, Kroger, Cheatem Annex-Federal Government, Lukhards, Piggley Wiggley, Wades, Payless and Deskins.

by CNB