SUNBURY, Pa. — Weis Markets here has launched “Local and Proud of It,” a new promotional campaign highlighting the grocer's commitment to locally grown produce. Local produce generates as much as 20% of Weis Markets' produce sales during peak growing season in the Mid-Atlantic region served by the 154-unit retailer.
“For 97 years, we've purchased and sold local produce wherever we've operated stores,” President and Chief Executive Officer David J. Hepfinger said in a release. “This year, we expect to purchase 21 million pounds of local produce from nearly 150 local producers and co-ops in Pennsylvania, Maryland, New Jersey, New York and West Virginia.”
Hepfinger added that local sourcing is especially sensible in a difficult economy.
“In challenging economic times, offering local produce makes even more sense due to the lower costs of bringing it to market compared to other parts of the country and the world. Closer proximity to markets also lessens the environmental impact. When it comes to buying local, our Local and Proud of It campaign sums up what we stand for as a company.”
The campaign will be advertised with window signs, banners and “first of the season” signs for items that are coming into season. It will match up well with the company's other local food initiatives, including its Pennsylvania Proud Angus Beef program, which was launched last year, as well as its locally sourced Weis Quality private-label milk.