ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Tuesday, April 9, 1996 TAG: 9604090097
SECTION: VIRGINIA PAGE: C-3 EDITION: METRO
DATELINE: RICHMOND
SOURCE: Associated Press
THE BAGGING CAMPAIGN reflects the growing competitiveness in the grocery store industry, a marketing consultant says.
James Ukrop wants his supermarkets to be leader of the sack.
Ukrop's Super Markets Inc. pledges 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 and 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 of the supermarket than in the supermarket, 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 in 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 said 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.
LENGTH: Medium: 61 lines ILLUSTRATION: PHOTO: AP. Broaddus Massey, a bagger at a Ukrop's grocery storeby CNBin Richmond, fills up a bag. The goal: build a square bag.