-By Bridget Goldschmidt

At a time when consumers are becoming increasingly concerned about the mark they're leaving on the world —these days most often expressed as one's "carbon footprint" — a new program from a regional supermarket banner is helping its customers make the transition to more sustainable transportation practices, and offering incentives in the form of grocery discounts.

Farm Fresh, a division of Minneapolis-based Supervalu, Inc. that operates 45 stores in Hampton Roads, Franklin and Richmond, Va., as well as in Wilson and Elizabeth City, N.C., has formed a unique partnership with NuRide, Inc., the nation's largest rewards program for individuals who use greener transportation, and TRAFFIX, a service of Hampton Roads Transit. The resulting program, known as "Groceries for Going Green," rewards commuters in the Hampton Roads, Va., region with Farm Fresh discounts and groceries when they choose such environmentally friendly methods of getting around as carpooling, vanpooling, biking, walking, telecommuting or taking public transportation.

Saving Money and the Environment

Sponsored locally by Hampton Roads Transit's TRAFFIX program, NuRide is a free service funded by sponsors that provide special offers to the program's members. More information on the Groceries for Going Green is available at www.farmfreshgoinggreen.com.

An event held in January at the Southeast chain's flagship location in downtown Norfolk, Va., and featuring Farm Fresh president and COO Ron Dennis, Hampton Roads Transit VP James Toscano and NuRide CEO Rick Steele, kicked off the program, which will run throughout the area for one year. To participate in the initiative, commuters can enroll on the NuRide Web site and earn points for every car pool, van pool, public transportation, telecommute, walk or bike trip they take, which can be redeemed for rewards and special offers from sponsors, including coupons for $5 off purchases of $50 or more at Farm Fresh. Participants will also be entered into weekly prize drawings for $100 in groceries from the regional grocer.

"Farm Fresh has long been committed to our local community and our environment," said Dennis at the time of the event. "[T]his important initiative … can help families go green while saving some green on their groceries."

"When commuters take a greener trip, it not only helps them save money, but it [also] reduces traffic and emissions throughout the region," added Toscano. "[T]hat's why public-private partnerships and special events like this one are so important — they achieve a win-win that benefits commuters, businesses and our entire region."

"[T]he Farm Fresh event, coupled with support from the TRAFFIX program, will be directly responsible for reducing 80,000 car trips, resulting in almost 2 million fewer miles driven and the prevention of over 800 tons of emissions," observed Steele.

Among the dozens of other Hampton Roads-area companies sponsoring the NuRide program are Busch Gardens, Water Country USA, Nauticus, Dunkin' Donuts, Mystery Dinner Playhouse, Qdoba, Taste Unlimited, Virginia Aquarium, Peninsula Fine Arts Center, Abbey Road Pub and Restaurant, Mojito Café, Contemporary Arts Center of Virginia, Norfolk Botanical Gardens, and the Virginia Zoo.

In addition to Farm Fresh's discounts, "[s]pecific rewards being offered by each sponsor are also listed on the NuRide Web site," says Farm Fresh spokeswoman Susan Mayo. "It is important to note that rewards change weekly as new sponsors come on board and new offers are updated, so this is not a static list."