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KASH N' KARRY FINE-TUNES ITS NICHE

TAMPA, Fla. -- Kash n' Karry here is sharpening its strategy for a market with a fast-growing population base, said Shelley Broader, president and chief operating officer. "There's an incredibly exciting opportunity in Florida," Broader said. "It's a very fast-growing metro market with a big influx of population."we need to be, and define our position. We are now starting to execute around a niche

TAMPA, Fla. -- Kash n' Karry here is sharpening its strategy for a market with a fast-growing population base, said Shelley Broader, president and chief operating officer. "There's an incredibly exciting opportunity in Florida," Broader said. "It's a very fast-growing metro market with a big influx of population."

we need to be, and define our position. We are now starting to execute around a niche that is not being filled by anyone in the market. That's a nice hole to fill."

Broader said this stage of research and execution follows an earlier process two years ago when Hannaford first assumed oversight of Kash n' Karry. At that time, the product assortment was upgraded, and drew good customer reaction. Now the chain is further fine-tuning the mix to make sure it is right for the diversity of the market.

"Ethnicity is a piece of this market, and Kash n' Karry has a good heritage and legacy with that," she said. "But Florida also has a highly seasonal business. Snowbirds live here half the year. So you have both a core customer and an influx of customers.

"Produce and meat play a big part for us. We've been successful with that. We've held onto our outstanding produce image through the years, and now we're building on that." The chain's near-term growth will involve a combination of several new stores next year and remodels, focusing on existing markets, Broader said.

Broader, who reports to Ron Hodge, Hannaford president and chief executive officer, recently finalized assembly of her management team, which includes executives from the other Delhaize America banners.

Kash n' Karry is adopting Hannaford's average-cost-inventory system, which will be fully in place by the end of the year.

"That will allow us to get daily and weekly feeds from stores to tell us movement at the [stockkeeping unit] level for fresh foods and grocery," she said.

KASH N' KARRY FACTS

Headquarters: Tampa, Fla.

Number of stores: 137

Top executive: Shelley Broader, president and chief operating officer

Founding year: Company roots stretch back to 1914; Kash n' Karry name adopted in 1962

Acquisition by Delhaize Group: 1996

Operating area: Florida