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Raley’s marks its 85th anniversary with ‘Good Never Stops’ campaign

Multimedia initiative highlights grocery retailer’s community commitment

Russell Redman

February 19, 2020

3 Min Read
Raleys_supermarket-Sacramento_CA-1.jpg
Raley's encompasses 129 stores in Northern California and Nevada.Raley's

Western grocery chain Raley’s is recognizing its 85th year in business with an integrated marketing campaign dubbed “Good Never Stops.”

Raley’s said the program, launched yesterday, aims to spotlight everyday moments in which its employees, customers and business partners make a positive impact in their communities. The multimedia effort includes videos, website features, social media and in-store specials.

Tom Raley, the founder of Raley’s, opened his first store in Placerville, Calif., in 1935. Now under the third-generation ownership of his grandson, Mike Teel, Raley’s remains privately owned and family-operated. The chain encompasses 129 stores in Northern California and Nevada.

“Raley’s has been proud to serve local communities since 1935. Each and every day, our team members, customers and partners give back to our communities in their own unique and personal way,” President and CEO Keith Knopf said in a statement. “For our anniversary this year, we want to inspire positive change and reaffirm our commitment to doing good together for the next 85 years.”

Raley’s said the Good Never Stops campaign kicked off on Tuesday with an online video of “all the good” that occurs in the grocer’s communities in a 24-hour period. The video shows some of the community partners that Raley’s supports, including Sacramento Food Bank & Family Services, California Rangeland Trust, Food Literacy Center, California Farmland Trust and Northern California Construction Training, Inc.

Related:Raley’s sets out on foodservice exploration in store remodel

Other online elements include a website with articles and videos about Raley’s partners and stories on employees’ personal commitments to their communities on the stores’ Facebook pages.

In stores, Raley’s is rewarding loyal shoppers in recognition of its anniversary. Members of the Something Extra customer loyalty progra  who shop in stores or online on Feb. 19 will receive 85 bonus points as an expression of thanks. Also starting on Wednesday, the retailer will offer special items on sale, with pricing ending in “.85” for the designated products.

Raley’s, too, is encouraging its customers to get involved by using the #goodneverstops hashtag on social media to highlight their own efforts, inspire others to make a difference and see the good that others are doing. Raley’s customers and staff also will be introduced to volunteer opportunities with Raley’s Food For Families food bank partners over the coming year. Raley’s Food For Families, a nonprofit founded by Joyce Raley Teel, is now led by Jennie Teel-Wolter, daughter of Mike Teel and granddaughter of Joyce and Jim Teel.

Related:Raley’s adds Instacart as delivery option

West Sacramento, Calif.-based Raley’s operates stores under the banners Raley’s, Bel Air Markets, Nob Hill Foods, Food Source and Market 5-ONE-5.

Raley’s community commitment reflects its better-for-you brand positioning to help shoppers make more informed and healthier food choices. A big focus has been reducing sugar in food, most recently by flagging sugar content in pasta sauce. In recent years, the retailer has discontinued production of store-brand soda with high-fructose corn syrup and artificial colors and flavors; eliminated private-label cereal with more than 25% added sugar; moved cold cereal with 25% or more of added sugar to the bottom shelf; and pulled conventional candy from the checkout lanes, reducing the overall sugar offerings by 25%.

Last year, Raley’s also boosted ingredient transparency in relaunching its private label and made all of its store-brand chicken antibiotic-free, with packaging in 100% recyclable trays. In addition, the chain expanded its two-year-old Shelf Guide to 23 icons for health-related attributes, including for new nonfood categories.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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