A&P Launches Locally Raised Meat Brand

MONTVALE, N.J. — A&P here has announced the launch of Mid-Atlantic Country Farms, a new private-label line of locally raised chicken, turkey and beef products at select A&P, Pathmark, Superfresh, Waldbaum's and Food Emporium Stores.

MONTVALE, N.J. — A&P [3] here has announced the launch of Mid-Atlantic Country Farms, a new private-label line of locally raised chicken, turkey and beef products at select A&P, Pathmark, Superfresh, Waldbaum's and The Food Emporium Stores.

"Our new Mid-Atlantic Country Farms brand offers our customers great tasting poultry and beef that is naturally raised on farms within close proximity to the communities we serve," Tom O'Boyle, executive vice president of merchandising, marketing, supply and logistics, said in a release. "We are pleased to support the efforts of Mid-Atlantic farmers to provide our customers with healthier and tastier beef and poultry options, while offering customers the more environmentally sustainable choice of fresh, locally sourced chicken, turkey and beef."

As the name implies, Mid-Atlantic Country Farms products will be raised and produced by farmers in the U.S. Mid-Atlantic region. All chicken products are raised antibiotic-free by Pennsylvania farmers. The beef products are all-natural, Beef Quality Assurance certified Choice Angus Beef produced by more than 140 family farms throughout Connecticut, New York, Pennsylvania, Maryland, Virginia and Delaware.

"This new brand of local poultry and beef is a direct response to our customers' requests for more 'green' options that offer a reduced carbon footprint and less reliance on fossil fuels," Harry Giglio, vice president of meat and seafood said in a release. "We're proud to provide our customers with even greater value through high-standard, delicious products across our stores."

The Mid-Atlantic County Farms natural chicken products will replace the Greenway brand natural chicken products currently sold in A&P banner stores, although Greenway organic products, including chicken, will still be available.

To introduce the brand to shoppers, A&P has also launched the website www.midatlanticcountryfarms.com [4].