(June 13) Pathmark Stores Inc., Carteret, N.J., which on June 1 reported a $5.4 million net loss in this year’s first quarter, is planning to rejuvenate sales by featuring fresh products in ads and designing a prototype for new stores.

The company’s Web site features its new slogan, “All about Fresh,” with a background photo of fresh raspberries, blueberries and strawberries.

In a June 1 conference call addressing the company’s financial status, John Standley, chief executive officer, said improving fresh food offerings is key to Pathmark’s new strategy for improving sales, which were flat for the first quarter of 2006.

Pathmark’s first major effort associated with the change is in the produce department, with a renewed focus on freshness and quality, said Rich Savner, public affairs director.

While the ultimate goal is to improve the bottom line, Pathmark wants produce managers to think first about the quality and freshness of products they buy, Savner said.

The company participates in the Jersey Fresh campaign, which will tie in with the “All about Fresh” slogan, Savner said.

Pathmark also has plans to create a more customer-friendly environment in the produce department by widening aisles and cross-merchandising similar products. Savner said customer feedback indicated a need for a more logical layout, instead of tie-in displays that feature complementary produce.