RALPHS CHALLENGE VONS 'VALUES'

RIVERSIDE, Calif. -- There's value, and then there's value. if.-based Vons Cos.' "Vons Is Value" advertising campaign head-on in the Riverside-San Bernardino area of southern California with an ad that proclaimed, "Ralphs Means Value."The Ralphs ad, which ran only once, followed a move by the chain to lower "thousands" of prices at its 27 Inland Empire area stores.In the ad, Ralphs cited its own price

RIVERSIDE, Calif. -- There's value, and then there's value.

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