Associated Food Stores recently announced the launch of Rocky Mountain Farm. The neighborhood harvest event will help participating retailers promote fresh produce, including some from local sources, through a farmers market like sale in front of their store or in their parking lot. Rocky Mountain Farm will stop at various Associated Food Stores independent retailers from July to October. Along with emphasis on their fresh focus, the sale gives store teams an opportunity to interact with and get to know more guests.

“Rocky Mountain Farm is a great way for retailers to highlight the freshest produce,” said Leigh Vaughn, AFS’ produce category manager. “We’ve partnered with many local growers to ensure the items offered during these sales are as fresh as possible. Rocky Mountain Farm is a great way to support a local initiative in our communities and a great way to interact with our guests.”

Rocky Mountain Farm was born from requests from retailers for a better way to promote fresh produce, especially since some of their offering comes from local growers. In response, Vaughn and Bill Price, the produce category manager for Associated’ s corporately owned stores, worked with their teams to create the sidewalk tent event. The first Rocky Mountain Farm was held at Peterson’s Marketplace in Riverton, Utah on June 25-27. They plan on holding the event again in the coming weeks and other retailers are lined up to host Rocky Mountain Farm throughout October.

“Rocky Mountain Farm is great because it helps us emphasize our fresh produce and partnerships with local growers. It also provides a great way for us to interact with our guests,” said Brandon Peterson, store director at Peterson’s in Riverton, Utah.  “Talking with and getting to know our shoppers better is one of the best parts about it.”