Ukrop’s prepared foods, bakery items coming to more Richmond area grocers

Ukrop’s Homestyle Foods products like Rainbow Cookies, White House Rolls, and bakery items are coming to more grocers following the end of an exclusivity agreement the business had with local Martin’s stores.

The recent divestiture of Martin’s has provided the opportunity for the company to sell Ukrop’s branded foods to the broader market. Kroger, Libbie Market, and Wegmans will be among the first of retailers offering Ukrop’s prepared foods and bakery items to their customers. The company expects the expansion of its brand to continue throughout the region in the coming months.

“This moment is transformative for Ukrop’s Homestyle Foods,” said Bobby Ukrop, President and CEO. “Of course, without the leadership and commitment to innovation and caring service demonstrated by my parents, my brother Jim, and thousands of associates over the years, Ukrop’s Homestyle Foods would not be able to take this bold step today. We look forward to satisfying even more consumers’ desire for fresh and delicious Ukrop’s prepared foods and baked goods.”

In preparation for its expansion, Ukrop’s turned to Southeastern Institute of Research in 2016 to conduct research on the strength of the community’s connection to the Ukrop’s brand and found some surprising results.

“SIR findings have validated that our company’s four-decade-old approach to producing products— ‘Make it Today, Ship it Tonight, Sell it Tomorrow’—is still relevant today,” Ukrop continued.

The market research found that 66% of those who ever purchased Ukrop’s products say they are more likely to shop at a store if the store carries Ukrop’s foods and saw a 90% satisfaction among people who have purchased Ukrop’s products. In addition, 61% of non-Martin’s customers have made special trips to Martin’s to purchase Ukrop’s products.