THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Wednesday, April 10, 1996 TAG: 9604100412
SECTION: BUSINESS PAGE: D2 EDITION: FINAL
SOURCE: ASSOCIATED PRESS
DATELINE: RICHMOND LENGTH: Medium: 76 lines
James Ukrop wants his supermarkets to be leader of the sack.
Ukrop's Super Markets Inc. pledges that customers will arrive home with ``perfectly packed groceries.'' The 23-store chain is on a mission to curb those unfortunate incidents of crushed bread, broken eggs and soggy ice cream that customers have complained about for years.
Printed on each paper bag is a list of the Richmond-based chain's cardinal packing rules, such as keeping cold items together and separating fresh food from cleaning supplies. Customers also are urged to call a hot line if they aren't happy with the way their bags were packed.
``It's one of those very basic things,'' said Ukrop, the grocery chain's vice chairman and chief executive officer. ``I don't think we've been doing as good a job as we should have been.''
The bagging campaign reflects the company's response to growing competitiveness in the food retailing industry, said Murray Raphel, a marketing consultant in Atlantic City, N.J. Other markets would be smart to follow, he said.
Last year marked the first time more food was sold outside supermarkets than in supermarkets, because warehouse clubs and restaurants are competing heavily for grocery store dollars, he said.
``The supermarkets are saying, `What are the innovative things that can be done?' '' Raphel said.
Ukrop acknowledged that the bagging campaign was sparked by increased competition. Maine-based Hannaford Bros. Co. and Rack & Sack, owned by Norfolk-based Farm Fresh, recently began competing with Richmond market leader Ukrop's, a family-owned business that doesn't sell alcohol and closes on Sundays.
All Ukrop's baggers went through special bagging training last October, complete with a video showing them proper packing practices. The company said it also has gone back to using paper bags, unless customers prefer the less expensive plastic variety, because paper packs better.
``I get right many compliments,'' said Lin Davis, a Ukrop's bagger who has more than 40 years experience. ``I pack groceries the way I would want mine packed.''
Longtime customer Liesel Chase, 41, of Richmond, says she appreciates the added attention.
``Nothing's ever ripped or smashed or bent,'' she said, holding onto a cake Davis didn't think should be jostled with other groceries.
Other grocers said although they haven't launched special bagging campaigns, they're also concerned with how groceries are packed.
Hannaford said it gives its baggers extensive training. The company gives a customer double an item's purchase price if it's broken on the way home.
Bagging is something of a science. The Washington-based Food Marketing Institute puts out a supermarket management guide that diagrams how to create a solid, square bag by building up the outer walls with items such as cereal and paper towels. Smaller items should be squeezed in between.
Bagging also is sport.
Each year, the National Grocers Association holds a competition for the ``Best Bagger'' in the country. Baggers are judged on speed, bag-building techniques, weight distribution between bags, number of bags used and their style, attitude and appearance.
This year's winner, Mike Dahm of the Fareway Store in New Hampton, Iowa, demonstrated his technique on ``The Late Show with David Letterman.''
Raphel said attention to bagging is one small detail that can bring customers back.
``People love it, because it rubs off,'' he said. ``If the groceries are perfectly packed, then the merchandise must be perfect. It's subliminal.'' ILLUSTRATION: ASSOCIATED PRESS photo
Broaddus Massey, a Ukrop's bagger, knows there's a place for
everything and everything has its place. The Richmond grocery chain
is making sure groceries reach home unscathed.
by CNB