MONTVALE, N.J. — A&P has announced it will place a new emphasis on local produce by establishing partnerships with farmers in New York, New Jersey, Delaware and Maryland, which will make it the largest retailer of locally grown produce in the Northeast.
“A&P has always been a supporter of locally produced product, especially locally grown product when the product is available,” said Sal Baio, vice president of A&P's fresh department.
“However, we've always downplayed it. This year, we've made a real conscious decision and effort to really find the locally grown product that is being produced and is up to our grade and standard of quality that we look for.”
Among the produce items available through this partnership are New Jersey blueberries, peaches, corn and tomatoes, as well as Maryland Eastern Shore corn and melons, and Delaware watermelon, cabbage and much more.
A&P began carrying New Jersey green leaf lettuce back in mid-April and expects to carry local product into October, Baio said.
A&P stores will offer as much local produce as possible, but the amount and variety will vary according to season and availability.
“I've been a little leery to give a percentage, because it does vary in availability from week to week,” Baio told SN, estimating that the retailer is working with anywhere from 50 to 100 farmers throughout the region.
“Right now, all of our peppers are coming from either New Jersey or Long Island, and all of our zucchini and squash are coming from this particular area because of availability.”
As part of the partnership, Waldbaum's and Pathmark stores on Long Island will be offering a variety of produce, including corn, tomatoes, green peppers, squash, romaine lettuce, cauliflower, cucumbers and white potatoes, all grown by local farmers.
The local produce will be identified with signage indicating “Long Island Grown,” “Jersey Fresh,” “Pride of New York” and “Delaware Grown,” and displays promoting the local produce will be prominently featured in the front of stores, Baio told SN.
“You'll definitely know that we're into the local business when you walk into our stores.”
By making a commitment to offer consumers locally grown produce at its stores, A&P is also attempting to keep prices affordable for them as well.
“What's driving produce cost [inflation] right now is not the actual cost of the produce itself, but the transportation of the product. As much as we can get that cost out of it, we'll reflect that to the consumer,” he explained.
“The timing was right. With the economy the way it is, the issues of sustainability and traceability — and with consumers looking for product that's not only produced but manufactured closer to where they live — it just made a whole lot of sense for A&P to be in the forefront of that.”