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UKROP'S BRAND MILK AND DAIRY TO BE COMPLETELY FREE OF ARTIFICIAL rBST HORMONE BY MARCH 17
No difference in taste or price expected for customers; Transition began March 1 in 29 Ukrop’s location in Richmond, Williamsburg, Fredericksburg and Roanoke
RICHMOND, Va. – March 12 , 2008 – Ukrop’s Super Markets Inc. today announced that it began introducing rBST hormone-free milk and cream products under the Ukrop’s brand name starting March 1. This change is in response to customers’ increased requests for more artificial hormone-free dairy options.
The artificial growth hormone rBST – which stands for recombinant bovine somatotropin hormone (rBST) and increases a cow’s production of milk – no longer will be used by farmers providing milk for Ukrop’s and Richfood milk and cream products.
As current supplies are sold and the new products introduced, Ukrop’s fluid dairy inventory will be fully changed over by March 17. The transition affects some 13 Ukrop’s-branded milk and cream products offered under the Ukrop’s brand in all 29 Ukrop’s stores in Richmond, Williamsburg, Fredericksburg and Roanoke.
Ukrop’s customers can choose rBST hormone-free products from a full range of options: whole, two percent, one percent, skim, half & half, and whipping cream.
Milk used in Ukrop’s fluid dairy products is processed at a central facility in Richmond after coming from local farms in Virginia, Maryland, Tennessee, Kentucky and Pennsylvania. These supplying dairy farmers now certify their milk does not come from cows treated with rBST.
Ukrop’s will continue to offer its full selection of Full Circle brand organic milk and dairy products. Produced under the strict requirements of the National Organic Program, these products are rBST-free as well as antibiotic-free.
The Ukrop’s brand of milk and cream products is the most popular choice among its customers, accounting for 82 percent of the grocer’s milk and cream sales. Customers will notice signage in Ukrop’s stores calling attention to the new rBST hormone-free dairy products.
“Customers will not notice any difference in taste, color, nutritional value or price as a result of our transition to rBST free fluid dairy products,” said Sam Dortch, Ukrop’s frozen food and dairy category manager. “We strive to provide the highest-quality, freshest foods available, and this transition is an example of Ukrop’s ongoing commitment to meeting our customers’ needs.”
About rBST
- The rBST hormone is an artificial growth hormone used to increase a cow’s production of milk. Farmers typically inject their cattle with this artificial hormone during their lactation cycle.
- This artificial hormone supplements a cow’s naturally occurring hormone BST, which is a protein hormone that stimulates lactation.
- In 1993, the Food and Drug Administration approved the use of rBST and reconfirmed its safety and use again in 2000. The FDA has stated that no significant difference has been shown between milk derived from rBST-treated and non-rBST-treated cows.
- Tests have shown that milk from cattle treated with rBST is the same as milk from cattle without the hormone. Opponents argue, however, that other tests have revealed that rBST increases a cow’s risk of infections.
- A 2007 survey by the U.S. Department of Agriculture found that about 15 percent of dairy farmers use rBST.
- The rBST hormone is a protein considered to be biologically inactive in humans, thus having no potential to produce ill effects.
“Ukrop’s understands that there have been no definitive studies to conclude with absolute certainty any risks involved with rBST,” Dortch said. “By eliminating what has become a controversial hormone from our most popular dairy products, we are responding to what our customers deem is in their best interest.”
Ukrop’s is among the first supermarkets in Richmond to remove the artificial hormone from its products and joins a growing list of grocery stores throughout the country making this shift.
Media Contacts:
Susan Rowe
Ukrop’s Super Markets Inc.
804-340-3104
Susan.Rowe@ukrops.com
Jonathan Rhudy
For Ukrop’s Super Markets Inc.
804-897-0763
jonathan@rhudy.biz
About Ukrop’s
Ukrop's Super Markets, Inc., founded and headquartered in Richmond, Va., with more than 5,600, associates now operates 29 retail food stores, Joe's Market (a regional specialty market), a central bakery and kitchen, and a distribution center. Since 1937, the privately held business remains dedicated to its version of the Golden Rule: “treating customers, associates, and suppliers as they personally want to be treated.” Each year, Ukrop's gives a minimum of 10 percent of its pre-tax profits back to the community. Ukrop's was a pioneer in both loyalty marketing and meal solutions when it launched its Valued Customer® program in 1987 and its chilled prepared foods in 1989. In 1997, Ukrop's established a unique partnership to place banks in its retail locations. Today, it co-owns, with Markel Corporation, 25 First Market Bank branches in Ukrop's locations and 10 free-standing branches. www.ukrops.com
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