FARM FRESH® Goes Even Greener in 2011

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Farm Fresh expands its unique program to reward shoppers with discounts on groceries when they take greener trips

Farm Fresh® today announced the expansion of its unique partnership with NuRide and Hampton Roads Transit’s TRAFFIX program to provide individuals with discounts on Farm Fresh groceries when they take greener trips such as walking, biking, telecommuting, carpooling, vanpooling, or taking transit in lieu of driving alone.

“In 2010 Farm Fresh rewarded thousands of shoppers with discounts on groceries when they took greener trips, resulting in more than two million fewer miles driven and the prevention of 1,100 tons of emissions – an incredible accomplishment for our region,” said Gaelo de la Fuente, President of Farm Fresh. “We are so excited at the success of this partnership that we are expanding the goal to three million miles in 2011.”

“Farm Fresh’s partnership is instrumental in reducing traffic and emissions while rewarding individuals for doing their part,” said NuRide CEO Rick Steele, “and we are thrilled to continue this important partnership that benefits everyone with cleaner air, clearer roads and valuable savings on Farm Fresh groceries!”

To participate in the program, individuals can sign up for free on the NuRide web site at http://www.nuride.com and earn points for taking greener trips such as walking, biking, telecommuting, carpooling, vanpooling, or taking Hampton Roads Transit. Points can then be redeemed for special rewards including $5 off $50 in Farm Fresh groceries and other rewards from great local companies like Cal’z Pizza, Kilwin’s, Kincaid’s, Mojito Café, Nauticus, Plow & Hearth, Qdoba, Quiznos, Taste Unlimited, Virginia Aquarium, Virginia Zoo, zpizza, and dozens of others.

About FARM FRESH®
Farm Fresh® is a SUPERVALU INC. company. SUPERVALU INC. is one of the largest companies in the United States grocery channel with estimated annual sales of over $40 billion. SUPERVALU holds leading market share positions across the U.S. with approximately 2,500 retail grocery locations, including approximately 920 in-store pharmacies. Through SUPERVALU’s nationwide supply chain network, the company provides distribution and related logistics support services to more than 2,500 independent retailers and other grocery endpoints across the country. SUPERVALU has approximately 200,000 employees. For more information about SUPERVALU visit http://www.supervalu.com.

About NuRide, Inc.
NuRide is the nation’s largest rewards program for individuals who take greener trips, which include walking, biking, telecommuting, carpooling, vanpooling and taking public transportation. NuRide is a free service and is supported by sponsors who provide special offers to NuRide members for taking greener trips and reducing global warming, traffic congestion, and energy consumption. In Hampton Roads NuRide is supported by Hampton Roads Transit’s TRAFFIX program. For more information on NuRide, please visit http://www.nuride.com. For more information on TRAFFIX, please visit http://www.traffixonline.org.

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E. Stokes
NuRide
860-661-0310 ext. 120
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