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A&P Debuts Exclusive Seafood Program

Under a new exclusive partnership, The Great Atlantic & Pacific Tea Co., Inc. will offer such fresh seasonal seafood delicacies as Alaskan salmon, red snapper, and soft shell crab in stores under the Seafood Joe's Market Fresh Fish brand.

The Montvale, N.J.-based retailer said the deal makes it the first supermarket chain in the Northeast to form a direct, exclusive partnership with a company that operates in the world-renowned Fulton Fish Market at Hunt's Point in the Bronx. The supplier, World Wide Seafood, is known for its frozen and fresh seafood lines.

The program boasts the widest selection of premium fresh fish, shellfish, seasonal offerings, and organic fish, according to A&P. Customers can also choose whole fish or shellfish at in-store seafood counters, and have seafood associates clean and prepare their purchase while shopping, or for pickup later the same day.

The program will appear at at select A&P, Waldbaum's, The Food Emporium, and Super Fresh locations, A&P said.

"Our new in-store seafood program will provide our customers with an expansive selection of fresh fish on a daily basis, including the ability for same-day pickup on special orders," noted A&P s.v.p., merchandising and supply & logistics Rebecca Philbert in a statement, adding that such an initiative "is truly a first for the Northeast supermarket industry."

Under the program, the grocer will introduce a training program to educate in-store seafood associates on the many different varieties of fish available and their seasonality; the proper way to clean fish, shellfish, and other seafood; and the many ways to prepare and cook fresh seafood.

By the middle of next month, 64 A&P banner stores in the Northeast will offer the seafood program, with rollouts to more locations throughout the year.

A&P also said it has rolled out a new seafood bag featuring special insulation that maintains the proper temperature and keeps odors from escaping until the product is ready to be cooked.

Next to come from the retailer is a new line of stuffings and marinades allowing shoppers to complement their seafood dishes in various ways.

A&P operates 456 stores in eight states and the District of Columbia under the following banners: A&P, Pathmark, Waldbaum's, The Food Emporium, Super Foodmart, Super Fresh and Food Basics.
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