Ukrop’s MARKS FIRST ANNIVERSARY in Roanoke
with Customer Appreciation Celebration on Saturday, June 28

A massive custom cake resembling Mill Mountain and its famous star is just part of the family fun that includes sampling, live music and kids’ activities.

ROANOKE, Va. – June 25, 2008 – Mill Mountain will be served on a platter for a day as Roanoke’s signature landmark is recreated as a giant, mountain-shaped custom cake complete with a multi-colored star to celebrate the first anniversary of Ukrop’s Super Markets, Inc., in the Star City.

On Saturday, June 28, Ukrop’s is hosting an all-day, family celebration at the Ukrop’s location in the Ivy Market shopping center at 2331 Franklin Road. The event will feature food sampling, kids’ activities, entertainment, and complimentary slices of the unique Mill Mountain cake starting at noon.

“We are thankful for the warm welcome Ukrop’s has experienced during our first year serving the Roanoke Valley,” said Bobby Ukrop, president and CEO of Ukrop’s. “We are pleased that our fresh food and our approach to superior customer service have been so well received by area residents. As we celebrate this anniversary, we pledge our continued commitment to enthusiastically serve our customers, associates and the Roanoke Valley in the years to come.”

The 58,700-square-foot store opened on June 27, 2007, making it Ukrop’s first store in Southwest Virginia. Ukrop’s operates 27 other retail food stores, Joe's Market (a regional specialty market), a central bakery and kitchen, and a distribution center in Richmond.

Customer Celebration Details

The store will be open from 7 a.m. to 10 p.m., its normal hours of operation, and will feature a variety of activities between 9:30 a.m. and 6 p.m., including:

• Free slices of the Mill Mountain anniversary cake starting at noon. The cake will be on display starting at 11 a.m.
• Heavy food sampling from Ukrop’s favorites and a variety of other brands: Homestead Creamery (from noon to 5 p.m.), Boar’s Head, and Keebler/Kraft
• First Market Bank cash machine and prize wheel
• Entertainment by the William Fleming High School Marching Band Drum Line at 11 a.m.
• Snow cones – For every snow cone sold for $2, Ukrop’s will donate one canned food item to the Second Harvest Food Bank.
• Kids composting event with Ukrop’s environmental pros from 9:30 a.m. to 2:30 p.m.
• Representatives from Appalachian Harvest Organic Growers of Abingdon will be onsite from 8 a.m. to 10 a.m. to discuss their local organic products sold at Ukrop’s.
• Visit and photographs with the “Center in the Square” mascot

About the Mill Mountain Cake by Ukrop’s

• The custom Ukrop’s Mill Mountain cake took roughly 15 hours to complete, including baking, preparation and decorating time.
• The cake will be made of Ukrop’s signature pound cake and yellow batter cake. It will be iced with traditional butter cream and decorated with rolled fondant and modeling chocolate.
• The edible creation will weigh more 200 pounds and will serve more than 400 people.
• The cake’s designer, Jim Goodman, Ukrop’s executive pastry chef, currently serves on the board of directors of the Virginia Chefs' Association as vice president.
  

Jason Woodcock, Ukrop’s Roanoke store manager, said, “To thank the Roanoke community, we could think of no other symbol that better defines the character and unique spirit of Roanoke than the city’s Mill Mountain with the star on top.”

He added, “It’s been a terrific first year, and the 140-plus associates who live and work here are thankful for the community’s support. We look forward to sharing Ukrop’s approach to exceptional food, customer service and values for years to come.”

Figures worth noting

• Ukrop’s has donated more than $600,000 worth of retail products to community organizations like the Rescue Mission and the Second Harvest Foodbank in Roanoke.
• More than 77 non-profit organizations in the Roanoke community have registered for the company’s Golden Gift program. Ukrop’s currently is processing Golden Gift certificates from participating non-profit organizations and will mail checks on Aug. 29. This program is one way that Ukrop’s honors its pledge to give back at least 10 percent of its pre-tax profits to the communities it serves. Ukrop’s total 2008 Golden Gift program donation will be $400,000 to participating organizations.
• Recently, Roanoker magazine honored Ukrop’s in its “Best of    Roanoke” issue with several accolades:
     Platinum – “Best New Shop”
     Gold – “Best New Thing In Roanoke”
     Gold – Best Grocery Store
  
• As part of its ongoing focus on the environment, Ukrop’s introduced a reusable, mesh grocery bag to customers for 99 cents each in mid-September 2007. To date, it has sold more than 11,000 reusable bags in Roanoke, and local customers have received a five-cent credit for reusing a bag more than 50,000 times.
  

About Ukrop’s

Ukrop's Super Markets, Inc., founded and headquartered in Richmond, Va., with more than 5,600, associates now operates 28 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 12 free-standing branches. www.ukrops.com

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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