FOOD LION PROMOTES BUTCHER'S BRAND BEEF

SALISBURY, N.C. -- Food Lion here is promoting its Butcher's Brand Premium Beef with traveling cooking demonstrations and tasting events at its stores' grand openings, state fairs and other festivals.

e think there has been a positive impact [on sales], but it's difficult to quantify."

Food Lion began hosting the events to attracting customer attention shortly after it launched the Butcher's Brand Premium Beef line earlier this year. It is sold exclusively at Food Lion stores.

Although the events were originally scheduled to end this month, they will continue through to the end of the year. Food Lion has not made a decision about whether it will host the events in 2006, Lowrance said.

"The Butcher's Brand trailer has gone to numerous events since we introduced [the line] in April," he said. "At most of these events, we offered samples hot off the grill."

They include different types of steak and beef kabobs. The retailer also serves fresh, seasonal produce.

Food Lion distributes brochures that include beef recipes and coupons to its Butcher's Brand event attendees. Lowrance is not certain if redemption of the coupons has been tracked.

"We think using the trailer has been a good way to further inform shoppers about Butcher's Brand," he explained. "It acts as a traveling billboard, reaching motorists as it moves from event to event."