SAFEWAY PROMOTES AREA-GROWN PRODUCE

LANHAM, Md. -- Safeway's Eastern division here ran promotions featuring locally grown produce along with several "interesting farm facts."

l-page ad that appeared in a local newspaper.

"We make sure the corn we buy is picked at its peak of sweetness," read the ad copy. "So the sugar doesn't turn to starch. So you're guaranteed to be getting only the freshest, ripest, juiciest corn on the market."

During the summer, most of the produce at Safeway is grown on local farms, according to the ad.

Another promotion last month also featured a full-page ad for cantaloupes. "For the sweetest melons you have to wait," read the headline of the full-page ad. "O.K., time's up."

The ad copy went on to assure consumers that "when you see a cantaloupe at Safeway, you can be sure it was picked at its peak."

Both ads contained "locally grown" logos. Each ad had several "interesting farm facts" or "interesting melon facts."

According to the sweet corn ad, "some growers harvest their corn two or three days before its ready. Not our growers."

Another stated fact was that Safeway's corn is picked at the peak of sweetness, then refrigerated and rushed to stores. That local produce is identified with in-store signage was the third "interesting farm fact."

The cantaloupe ad singled out Safeway's supplier in northern Virginia.

"A cantaloupe blossom must be pollinated 12 times to produce fruit," read one fact. "Corbet Farms, where Safeway cantaloupes are grown, releases extra bees into their fields to enhance pollination and ensure a successful crop."

Officials at Safeway would not comment on the ad campaign. A Safeway source said the division has worked with local growers for several seasons.