ROCHESTER, N.Y -- Wegmans Food Markets here has taken the marketing of imported fruit to a new level with a colorful, full-page ad that shows its produce buyer inspecting grapes in Chile. The ad, part of a freestanding insert launched late last month, sells Wegmans as a company as much as it does peaches, plums and grapes. Indeed, one produce expert said it goes as far as you can go toward making a fresh fruit a signature product. "These [the peaches shown in the ad] aren't just peaches. ...

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