TOPCO DEEPENS DELI

SKOKIE, Ill. (FNS) -- Topco Associates has strategically leveraged its deli image to high-end status by offering private label in slicing meats and cheeses in both service and self-service guises. The service selections reflect a quality image, available only at the particular store. Shingled, zipper-packed items likewise reflect the quality of the service counter offerings, but with a twist toward convenience.

mond, Va.-based Ukrop's Super Markets presents it under its own store name; K-VA-T, Abingdon, Va., uses the wholesaler's own Food Club brand; and Big Y, Springfield, Mass., merchandises the line under its own signature label, World Classics. But in each case, private label's flexibility gives operators something unique to offer, and numerous ways to build a retailer's quality image, said Topco officials.

"Our approach to these categories were to present best in class for each protein," said Marc Kurkiewicz, director, branded meat, noting that the turkey, ham and roast beef items are sourced from three separate vendors, "the best in each field."