RICHMOND, Va. -- Jim Ukrop wants his customers to think of his company as their personal advocate, so he's making sure they know he's on their side when it comes to poultry labeling. A campaign to oppose current rules about what can be labeled "fresh" has culminated in an ad in the local newspaper as well as a letter in the chain's December Valued Customer newsletter. Through these two mediums, the vice chairman and chief executive officer of Ukrop's Super Markets here hopes to have made ...

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