By Zanub Saeed
Kings Food Markets announced that it will be launching its "Local Fresh 24/7" initiative, whereby they will sell produce, both fruits and vegetables, hours after they were harvested from farms and fields, in a specialized section of their supermarkets.
Customers will be able to purchase freshly-harvested food in the "Local Fresh 24/7" aisle of Kings Food Markets, said the corporation in a press release issued Wednesday. The program was set up in collaboration with Massachusetts-based nonprofit organization Red Tomato. Kings' branches are located in the North and Central New Jersey area, as well as Long Island, N.Y.
"At Kings Food Markets, we share the love of food with our customers, and it is important to us that we continually find ways in which we can bring them the very best selection of ingredients," Judy Spires, president and CEO of Kings Food Markets, stated for the press release. "Time is of the essence when it comes to the taste and nutritional value of produce, which is why Local Fresh 24/7 is so important. Not only are we able to support our local and regional farmers, but also, this program allows us to provide our customers with the healthiest, most delicious fruits, vegetables and herbs possible."
The produce will come from a network of small and middle-sized regional farmers in the area, who will be able to deliver the fresh products to Kings Food Markets within a 24-hour period, said the press release. This will be done through an express delivery system that will ensure that the produce, which was harvested in the morning, will be delivered to Kings' supermarkets that same evening, for selling the next morning.
Produce that isn't sold within the 24-hour time frame for the "Local Fresh 24/7" program will then be put in the general produce section. Fruits and vegetables delivered daily will vary from day to day, and are alleged set to be season-specific too. For this summer, products like corner, squash, cilantro, lettuce, mint, radishes, spinach, parsley, and heirloom tomatoes, listed the press release, will be fresh from the farm and ready for purchase at King's Food Markets.
"The logistics of Local Fresh 24/7 are unbelievably heroic," Paul Kneeland, vice president of produce and floral for Kings Food Markets, was quoted as stating for the press release. "From the dedicated New Jersey growers who carefully tend and harvest these crops, to the distribution teams and Red Tomato staff who ensure delivery to the stores, to the amazing commitment of the entire Kings organization, this is an unprecedented effort to both support the local farmer and bring the absolute freshest, best produce to the supermarket shopper."
