Price Chopper Introduces ‘Xtreme Values’ to Central Conn.

Price Chopper Supermarkets has rolled out its “Xtreme Values” program in five central Connecticut stores: Southington, Bristol, Vernon, Newington and Windsor. Xtreme Values piles high deeply discounted items and calls attention to them with distinctive signage in specially merchandised areas of the stores. Featuring Clear Value, Price Chopper’s economy line, as its base, Xtreme Values will offer a revolving assortment of opportunity buys, limited-edition products, lesser-known brands, truckload sales and closeouts, in addition to not- seen-before deals on corporate and national-brand items alike.

“Xtreme Values brings the fun and excitement of a treasure hunt to the Price Chopper shopping experience,” explained the grocer's CEO, Jerry Golub. “Connecticut customers have proven that they recognize the outstanding quality of our fresh foods as well as the value offered by our AdvantEdge card discounts, double coupons, corporate-brand products, digital coupons and ‘Fuel AdvantEdge’ promotion. Xtreme Values gives them one more compelling reason to shop at Price Chopper.”

The Xtreme Values store sections include packaged food and nonfood products, while the fresh food sections have integrated their respective Xtreme Values items into their sets. All of the stores have been significantly remodeled over the past three months, not just to add the Xtreme Values sections, but also to adjust product adjacencies throughout each location, based on customer feedback.

At the present time, there are no plans to expand Xtreme Values to the Schenectady, N.Y.-based chain’s other 123 Northeast locations.

The Golub Corp. owns and operates Price Chopper stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire. Golub’s 23,000 associates collectively own more than 50 percent of the company’s privately held stock, making it one of the nation’s largest privately held corporations that is predominantly employee-owned.