FOOD EMPORIUM GETS 'PERSONAL' IN SEAFOOD AD

Laura Klepacki

MONTVALE, N.J. -- Executives of the Food Emporium division of A&P here are telling consumers that they are personally committed to ensuring the quality of the company's seafood.

In a recent newspaper advertisement the chain ran a photo of Tom Fallacaro, director of seafood, and Vincent Racanati, head of the division's seafood warehouse, personally inspecting products received.

The ad, which appeared in the New York Times, described Fallacaro as a "seafood quality fanatic," who's "picky 'n proud."

Kevin Ruddy, director of advertising for the 30-store division, said the company has been promoting seafood on a regular basis for more than a year, but this is the first time its department heads have been featured in the ads.

He said using a personal touch was a way to show customers "that we weren't afraid to get out there in the marketplace, and that our products are better [than competitors]."

The new approach partially was in response to recent negative media reports on the safety and handling of seafood in the United States, he said.

Andrew Fuchs, group vice president of A&P's metro group, which includes 220 A&P and Food Emporium stores, declined to offer details, but said the advertising campaign "did have a favorable impact."