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Dierbergs Promotes Homegrown Produce

CHESTERFIELD, Mo. -- Dierbergs Family Markets here is partnering with local farmers this summer to promote homegrown produce. A good example of optimized local marketing, Dierbergs' program is built around direct deals with local farmers, many of whom grow their crops nearly exclusively for the 20-store chain.

The weekly ad that ran through July 25 featured nine of the chain's produce managers standing before a huge display of locally-grown peaches. The ad's headline read: "Homegrown: We're proud to sell it. Our farmers are proud to grow it."

The ad also featured photos of local farmers standing beside their crops, including peach farmer Bill Bader of Campbell, Mo.'s Bader Farms, Bob Meyer and John Relleke of Relleke & Meyers Farms, Collinsville, Ill., and Mel Stuckmeyer, a Columbia, Ill.- tomato grower.

On its Web site, Dierbergs described its commitment to local farmers, "who, like Dierbergs, have been part of the fabric of this community for years. We're proud to support local farmers, many of whom we've built relationships with over decades. And we're proud to offer you incredibly fresh, high-quality produce. In fact, our homegrown produce is delivered fresh from the stalk, vine or tree to Dierbergs stores within 24 hours from when it was picked."

Dierbergs operates 20 stores throughout the metro St. Louis market.
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