K-VA-T gets “picky” about produce

Abingdon, VA-based K-VA-T Food Stores has a new promise for shoppers that goes a little something like this: “don’t worry, we’re pickier about produce than you.”

The company’s Food City banner launched a new guarantee called the “Picky about Produce Promise” on its website and social media, with a video featuring consumers thumping, sniffing and doing all the things they do to ensure they’ve got just the right piece of fruit.

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The company said on its website, “Our produce experts cull the department every few hours to ensure freshness, even washing and crisping the produce whenever necessary. If you’re wondering why we’re so picky, it’s so that you don’t have to be.”

They’re also promoting their distribution system’s efficiency:

“Between the time we get the produce from the farmers and the time you pick it in our store, we do more to maximize and maintain freshness than most other grocery stores.”

The company promises to replace a customer’s purchase if they’re not completely satisfied.