INDIANAPOLIS -- Introduction of a new signature product doesn't have to be fancy -- it just has to be good, according to an official with Supervalu. In the case of Birmingham, Ala.-based Western Supermarkets, it was a simple -- but high-quality -- dinner roll that was promoted with sampling, said Fred Ruehl, the bakery operations manager for Supervalu's corporate wholesale division, which supplies the 10-unit independent operator. "The item itself is pretty well accepted in the Southern ...

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