Farm Fresh Celebrates Hampton Roads Roots

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Farm Fresh Celebrates Hampton Roads Roots


Farm Fresh Food & Pharmacy will commemorate 57 years serving the Hampton Roads, Va., area by honoring its founding family, local ties and loyal customers during a year-long anniversary celebration.

Highlights will include customer gift card giveaways totaling more than $100,000, an enhanced shopping experience, and the return of the iconic Farmer Boy mascot under the new name “Farmer Eugene,” in honor of Farm Fresh founder and local legend Eugene “Gene” Walters.

“We take the legacy Gene Walters started at Farm Fresh very seriously and stand firm in our commitment to deliver customers the freshness they deserve and savings they expect," said Farm Fresh President Micky Nye. "We’re excited to celebrate our history with customers beginning this week, and I encourage everyone to visit their neighborhood Farm Fresh for great savings, giveaways and an improved shopping experience.”

Paying Homage to Hometown Roots

Customers will notice several new initiatives and priorities at Farm Fresh, including a rebrand of its iconic Farmer Boy mascot, which is returning under the new name, Farmer Eugene, in honor of Eugene “Gene” Walters, who founded the company in 1957. Farm Fresh recently held a Facebook contest for customers to name the new mascot, and Farmer Eugene was the overwhelming favorite, as customers wanted to pay homage to the popular, longtime face of Farm Fresh.

With the Walters’ family support, Farmer Eugene will also become a regular fixture in Farm Fresh promotional materials and social media, as well as in-store and at community events. To kick off this effort, Farm Fresh is unveiling a new children’s coloring book, “Farmer Gene Finds His Friends,” available free for kids.

$57,000 in Giveaways...and More

Through Wednesday, March 5, one customer at every Farm Fresh location will win a $200 Farm Fresh gift card via an in-store drawing, with giveaways totaling more than $57,000. All participants will also be entered into a grand-prize drawing for a $1,000 gift card, with one grand-prize winner selected from each Farm Fresh store the following week. In total, Farm Fresh will distribute more than $100,000 in gift cards to customers throughout the next two weeks.

No purchase is necessary for the giveaways, and anyone can sign up via entry forms available at their local store’s customer service desk. Store receipts will also include an entry form.

Enhanced Shopping, Aggressive Savings

Customers will experience even more savings beginning this week, including aggressive weekly promotions, as well as lower prices that will spread throughout the store over the next several months.

Additionally, Farm Fresh will remodel several stores over the next year in order to further strengthen the customer experience for shoppers.

Farm Fresh Food & Pharmacy operates 42 stores in Hampton Roads and Richmond, Va., and Elizabeth City, N.C., as well as a free-standing pharmacy located inside Children's Hospital of The King's Daughters.