MECHANICSVILLE, Va. -- Richfood Holdings here has launched a major drive to increase private-label penetration among retailers served by its Super Rite wholesale operation. The company has unveiled an extensive advertising campaign to introduce Richfood's brands to consumers in Super Rite's Baltimore and central and eastern Pennsylvania market areas. Richfood acquired Super Rite, Harrisburg, Pa., last October and has been replacing that operation's private-label program with its own ...

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