UKROP'S LINKS STORE BRANDS, CHARITY

RICHMOND, Va. -- Ukrop's Super Markets here has long had a reputation for supporting its communities with charitable giving. Now, it hopes to leverage that image to increase its private-label sales and customer loyalty.Ukrop's has donated $11.1 million to charity over the past 18 years through its Golden Gift program, which directed a portion of loyalty card sales during a given time frame -- typically

RICHMOND, Va. -- Ukrop's Super Markets here has long had a reputation for supporting its communities with charitable giving. Now, it hopes to leverage that image to increase its private-label sales and customer loyalty.

Ukrop's has donated $11.1 million to charity over the past 18 years through its Golden Gift program, which directed a portion of loyalty card sales during a given time frame -- typically a two-month period -- to local nonprofits.

As part of a partnership with B

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