Giant Eagle(R) Takes Fresh Approach to Price Reductions With Lower Everyday Prices on Produce

New Savings Squad champions grocer's first major produce price reduction delivering $32.5 million in customer savings

Sep 30, 2009, 07:15 ET from Giant Eagle, Inc.

PITTSBURGH, Sept. 30 /PRNewswire/ -- Western Pennsylvania residents who are hungry for some positive news in today's struggling economy now have something on which to feast.

Building on recent chicken, ground beef and prescription medication price reductions, supermarket retailer Giant Eagle® Inc. and its new Savings Squad are announcing lower everyday prices on fruits and vegetables, giving families what they're most looking for -- greater value on their food purchases.

The company is reducing prices by an average of 23% on more than 100 produce items that families purchase frequently -- delivering $32.5 million in annual customer savings at all 220 of its stores throughout Pennsylvania, Ohio, West Virginia and Maryland.

These lower everyday prices on produce are the most recent phase to Giant Eagle's five-year price reduction initiative that has resulted in $240 million in customer savings on more than 15,000 food and pharmacy products across the store. The company has been able to continue lowering prices as a result of its ongoing efforts to become more efficient. The price reductions are complemented by popular money saving programs such as foodperks!, fuelperks!, weekly specials, and double coupons.

In conjunction with this pricing announcement, the Giant Eagle Savings Squad is kicking off its 2009 20-stop pep rally tour with a 10:15 AM Tuesday press event at the company's Pine Township location. The Savings Squad is a team of savings enthusiasts who will show consumers how to shop smart, eat well and save time and money. The Savings Squad will travel aboard a customized themed yellow bus and bring interactive and informational activities, prizes and free samples to Giant Eagle customers.

"We know that 70% of Giant Eagle customers purchase produce items throughout the year, so we're delivering price reductions on items that customers have told us matter the most," said Giant Eagle Senior Director of Corporate Communications Rob Borella. "Importantly, these items are also healthy and nutritious choices and have the uncompromising quality people have come to expect from us."

The produce price reductions include the entire selection of tomatoes and apples; a variety of Farmer's Market and Fresh Express bagged lettuce; fresh heads of iceberg, green leaf, romaine and red leaf lettuce; and citrus items including Valencia oranges. These price reductions build on already lowered prices of top selling produce such as bananas and short-cut carrots.

Some examples of the savings Giant Eagle customers in the Pittsburgh area can expect include:

          Item/Description                     Old Price New Price  Savings
    Valencia Oranges - 4 lb. bag                  $5.99     $3.99    $2.00
    Grape Tomatoes (pint)                         $2.99     $1.89     1.10
    Farmer's Market Garden Salad - 12 oz.         $2.29     $1.59      .70
    Plum Tomatoes                                 $1.99     $1.29      .70
    Romaine Lettuce                               $1.99     $1.29      .70
    Stem Tomatoes                                 $2.49     $1.89      .60
    Fresh Express Premium Romaine - 12 oz.        $3.39     $2.89      .50
    Farmer's Market Garden Supreme Salad - 12 oz. $3.29     $2.99      .30
    Iceberg Lettuce                               $1.69     $1.49      .20
    Granny Smith Apples (bulk)                    $1.69     $1.49      .20
    Red Delicious Apples (bulk)                   $1.69     $1.49      .20

    * Note:  All prices, even within geographical markets, are subject to
    regional pricing variances.

Borella said to introduce customers to the latest price reductions, bold yellow signage will be featured in the produce department and throughout the store with the message, "Save when you see yellow." An integrated marketing and advertising campaign including print, broadcast, out-of-home and online components will support the value and price reduction message.

About Giant Eagle

Giant Eagle Inc., ranked 39 on Forbes magazine's largest private corporations list and recipient of Grocery Headquarters' 2007 Retailer of the Year Award and the EPA's ENERGY STAR Retail Partner of the Year Award, is one of the nation's largest food retailers and food distributors with approximately $8 billion in annual sales. Founded in 1931, Giant Eagle, Inc. has grown to be the number one supermarket retailer in the region with 160 corporate and 60 independently owned and operated supermarkets in addition to 153 fuel and convenience stores throughout western Pennsylvania, Ohio, north central West Virginia and Maryland.

SOURCE Giant Eagle, Inc.