990646 A&P Launches “Master Choice” Beef Line

Montvale, NJ - The Great Atlantic & Pacific Tea Company, Inc. announced the launch of its Master Choice line of beef. Catapulting off of the success of the Master Choice Pork line, the proprietary line of beef boasts all-natural products that are minimally-processed and contain no preservatives or artificial ingredients. The premium beef is aged for tenderness, and every package has cooking instructions for the ultimate in taste and convenience for A&P customers. The Master Choice beef line currently offers all cuts of USDA choice grain-fed beef and provides customers with more variety while maintaining the highest quality, a hallmark of A&P.

This program underscores A&P's emphasis on fresh foods and its strategic initiatives to increase private label penetration as a means of enhancing margins and continuing to cultivate destination shoppers. “Our research shows that consumers want fresh foods that are healthier and more convenient in their local supermarket,” says Joe Hoffman, VP of Meat Merchandising and Procurement at A&P. “The success of the Master Choice pork line validated that research. Our chef-endorsed, Master Choice pork program received approval from the American Heart Association, driving a twenty percent increase in pork sales in our stores nationwide. We expect a similarly favorable response to the Master Choice Beef program.”

“To be the supermarket of choice we must continue to be industry innovators in the areas of product development, service and ease-of-shop,” added Christian Haub, President and CEO of A&P. “The Master Choice Beef program is just another example of our commitment to fresh foods, providing customers with yet another reason to shop A&P regularly and exclusively. With products this tempting, we will continue to attract destination shoppers looking for superior food with superior taste.” Master Choice Beef is available at all A&P banner stores nationwide.

Founded in 1859, The Great Atlantic & Pacific Tea Company, Inc. is the nation's oldest supermarket and one of America's top ten supermarket chains. The Company operates more than 800 stores in 16 states and Canada under the following trade names: A&P, Waldbaum's, SuperFresh, Farmer Jack, Sav-A- Center, Super Foodmart, Food Emporium, Kohl's, Dominion and Food Basics.

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