Farm Fresh, NuRide Kick off ‘Groceries for Going Green’ in Hampton Roads

Supervalu banner Farm Fresh yesterday unveiled a unique partnership with NuRide, Inc. and TRAFFIX, a service of Hampton Roads Transit, which will reward commuters in the Hampton Roads, Va., region with Farm Fresh discounts and groceries when they choose such green methods of getting around as carpooling, vanpooling, biking, walking, telecommuting or taking public transportation.

The “Groceries for Going Green” event, which was held at the Southeast chain’s downtown Norfolk, Va., location and featured Farm Fresh president and COO Ron Dennis, Hampton Roads Transit VP James Toscano and NuRide CEO Rick Steele, kicked off the program, which will run throughout the area for one year. To participate in the initiative, commuters can enroll on the NuRide Web site and earn points for every carpool, vanpool, public transportation, telecommute, walk or bike trip they take, which can be redeemed for rewards and special offers from sponsors, including coupons for $5 off purchases of $50 or more at Farm Fresh. Participants will also be entered into weekly prize drawings for $100 in groceries from the regional grocer.

“Farm Fresh has long been committed to our local community and our environment,” said Dennis. “[T]his important initiative … can help families go green while saving some green on their groceries.”

“When commuters take a greener trip it not only helps them save money, but it [also] reduces traffic and emissions throughout the region,” added Toscano, “that’s why public-private partnerships and special events like this one are so important — they achieve a win-win that benefits commuters, businesses and our entire region.”

“[T]he Farm Fresh event, coupled with support from the TRAFFIX program, will be directly responsible for reducing 80,000 car trips, resulting in almost 2 million fewer miles driven and the preventions of over 800 tons of emissions,” observed Steele.

For more information on “Groceries for Going Green” please visit

Farm Fresh, a division of Minneapolis-based Supervalu, Inc., operates 45 stores in Hampton Roads, Franklin and Richmond, Va., and in Wilson and Elizabeth City, N.C. Sponsored locally by Hampton Roads Transit’s TRAFFIX program, NuRide, the nation’s largest rewards program for individuals who use greener transportation, is a free service funded by sponsors that provide special offers to the program’s members.
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