RALPHS BOOSTING SOUTHERN CALIFORNIA IMAGE

ANAHEIM, Calif. -- Ralphs Grocery Co. is making a major bid to improve its value image as southern California competition intensifies.The company is launching a major marketing program, improving its buying stance and heralding its perishables focus as it sets 26 new stores for the marketplace.The moves may be an answer to comments by some observers that Ralphs has fallen behind on pricing competitiveness

ANAHEIM, Calif. -- Ralphs Grocery Co. is making a major bid to improve its value image as southern California competition intensifies.

The company is launching a major marketing program, improving its buying stance and heralding its perishables focus as it sets 26 new stores for the marketplace.

The moves may be an answer to comments by some observers that Ralphs has fallen behind on pricing competitiveness since the merger that combined Ralphs with Food 4 Less.

Ralphs

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