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Multichain Produce Cross-Promotion Music to Shoppers' Ears

REEDLEY, Calif. -- A&P, Safeway/Vons, Food City, Cub Foods, Hannaford; and Kroger and several of its subsidiaries are participating in a unique promotion from the California Tree Fruit Agreement here and Fresh Express, in which shoppers can download music from iTunes Music Store for free.

The "Music to Your Ears" cross-promotion, encouraging purchases of bagged salads and fruit as salad ingredients, kicked off yesterday and runs through Aug. 7.

Three free music downloads are offered with the purchase of three pounds of California peaches, plums, and nectarines, or any two Fresh Express Premium Recipe Complete Salads or Salad Blends.

"The 'Music to Your Ears' cross-promotion with Fresh Express and iTunes is like an updated version of the toy in the cereal box," said Blair Richardson, CTFA president. "The iTunes demographic is expanding and is a perfect match for both California peaches, plums, and nectarines, and Fresh Express salad mixes. It gives consumers an added reward for enjoying healthy food."

The California Tree Fruit Agreement administers marketing order programs on behalf of California's 2,000 fresh peach, plum, and nectarine farmers. Fresh Express, headquartered in Salinas, Calif., is the market share leader of the retail fresh-cut category and operates from nine strategically located processing and distribution facilities throughout the country.

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