ACTON, Mass. -- Apples, especially in high season, can practically sell themselves. So why go crazy trying to promote them? Joe Lettery, known in the industry as the "world's greatest apple display man," is the one to ask. "Because it's easy and it's profitable," says Lettery, produce merchandiser at Triple A Supermarkets here, who has built his department's image around apple promotions. During his 15-year career at Triple A, a two-store independent in this upper-income suburb of Boston, ...

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