JUBILEE IS PROMOTING LOCAL FOOD PRODUCERS

BARBARA MURRAY

BUFFALO, N.Y. -- Jubilee Foods here recently launched a sales-promotion program that calls attention to locally produced grocery products.

The program, called Our Local Partners, started last month in Western New York stores and already has generated a lot of positive customer reaction, according to David Watroba, director of nonperishable foods for Fleming Cos.' New York Retail Group, based here. Fleming Cos., Oklahoma City, is the parent company of Jubilee, which has 25 stores in Western New York. The program will be expanded to 10 Jubilee stores in Pennsylvania on October 15.

Watroba and Drew Cerza, president of the RMI Group, Amherst, N.Y., created the concept with Fleming headquarters executives, both said, adding that Fleming is looking at it as a pilot project that could be used in other regions served by the company. To date, Fleming has signed with 18 companies based in Western and Central New York and northwestern Pennsylvania for the special promotion, which will run for a year.

Located in an area of stiff competition for grocery stores, Jubilee faces off against Wegmans and Tops Friendly Markets. Cerza cited a 1996 study by Boston-based Cone-Roper that found 76% of shoppers surveyed would switch to a cause-related product, price and quality being equal.

So far, Watroba could provide no specific sales results, but he said the customers are noticing and that the program is generating "a lot of good feeling." The partnership program aims to help companies stay busy and helps save jobs in an area of the state that is perpetually plagued by unemployment and loss of population. The program has attracted the notice of Governor George Pataki, as well as a host of local dignitaries who attended the launch event.

"Buffalo is a great market for us; we're on a big push to bring more people in," Watroba said.

Manufacturers participating include General Mills, which has a flour mill and a cereal plant here; Mayer Bros., a co-op that makes apple-juice products; Archway Cookies; French's; Eden Valley Growers; Crowley Foods; Beech-Nut Nutrition; Sorrento Cheese; Kleen-Brite, a maker of windshield solvent; Stroehmann Bakeries; Pfeiffer Salad Dressings; Seneca Foods, known for apple sauce and juice; and Friendship Dairies.

Shelf talkers identify the local products in the stores, and two manufacturers are featured each month with a special history of their company published in the weekly circular. Manufacturers buy ads in the circular and feature their products at special prices.

"Jubilee has really stepped up to the plate," said Cerza.