Food Lion LLC, two months into a price-cutting program that includes fresh produce at its U.S. grocery stores, is pleased with the results so far, a company a spokeswoman said.

In fruits and vegetables, Food Lion’s price reductions included asparagus, bananas and grapes, company spokeswoman Christy Phillips-Brown said.

She declined to say how much prices have been lowered on specific food categories or provide sales figures.

The week of April 11-17, Salisbury, N.C.-based Food Lion launched a “Low Price Heritage” advertising campaign to further promote price reductions the company said applied to thousands of products.

Food Lion price-reduction effort includes produce items

Green


The ad campaign, which features Food Lion president Cathy Green, includes television and radio commercials airing in 14 major markets in North Carolina, South Carolina, Virginia and other Southeast and mid-Atlantic states, Phillips-Brown said.

Having Green in the commercials sends a “unique and powerful” message to customers, she said.

In February, Food Lion, which operates more than 1,300 stores, started its “New, Lower Prices” program, cutting prices on fresh produce, milk, meat and other products.

The company, in a Feb. 17 statement, said consumers could save 25% to 30% on their grocery bills through lower-priced items and using Food Lion discount cards.

U.S. food retailers have ramped up price-reduction efforts this year, aiming to remain competitive and build market share as the economy recovers and consumers spend more.

In March, Wal-Mart Stores Inc., the country’s biggest food retailer, announced plans to increase rollbacks, or permanent price cuts, on most items.

Food Lion is part of Belgium-based Delhaize Group, which also operates U.S. grocery chains including Bottom Dollar, Harveys, Hannaford Bros. and Sweetbay.