Avanza Ends Shelf-Plus Pricing

Nash Finch Co. has discontinued its controversial “shelf-plus” pricing policy at its Avanza stores, according to sales fliers that went into effect Wednesday.

MINNEAPOLIS — Nash Finch Co. here has discontinued its controversial “shelf-plus” pricing policy at its Avanza stores, a company official told SN Thursday.

"Like any retail business, Avanza re-examines its pricing models from time to time. As of last week, Avanza has replaced Shelf-Plus pricing in all of its stores around the country, preferring a new pricing strategy," the spokesman, Brian Numainville, said in a statement. "One thing that has not changed is Avanza's dedication to offering its customers low prices on the products they demand. Real values and competitive prices have always been the hallmark of Avanza stores."

The policy, which added a 10% surcharge at the register to the entire basket, is the subject of two lawsuits filed late last year alleging the chain used the policy deceptively and in violation of Colorado's consumer protection laws. According to an article in the Denver Post newspaper Thursday, the lawsuits are expected to continue.

Avanza operates three stores in Colorado and one in Nebraska. The company operates one other retail store using shelf-plus pricing, but that store is scheduled to discontinue the practice by the end of this month, Numainville said.