THE POWER OF PI DAY
March 14 was not just any ordinary day—it was Pi Day, a global celebration of the Greek letter, the symbol used in mathematics to represent a constant, the ratio of the circumference of a circle to its diameter, which is approximately 3.14159 to infinity.
In celebration of this auspicious date, Associated Food
Stores (AFS) was among the retailers that promoted pies
on March 14. The Salt Lake City-based cooperative wholesaler teamed with Rocky Mountain Pies, also based in Salt
Lake City, to debut Red Button Vintage Creamery premium
pies. The pies are 12-inches, compared to 9-inches for a
standard pie, and weigh a whopping four pounds.
The frozen pies retail for $12.99 and are available in six flavors: Cherry Almond Pralines, Apple Crumb, Peach Blueberry, Dazzleberry,
Pineapple Upside Down and Sea Salt Caramel Apple. The pies are made
with from-scratch crusts featuring fresh creamery butter, almond, vanilla;
Grade A fruit; hand-laid lattice tops; and baked at a lower temperature to
ensure a homemade taste.
“We are thrilled to partner with Associated Food Stores to bring a new,
premium pie to local grocery stores throughout the Intermountain West,”
says Mark Grandintti, president of Rocky Mountain
Pies. “As a local company, it’s exciting to work with
another Utah-based company to make a quality prod-
uct that we’re excited to share.”
The launch was “incredibly successful” according to
an Associated Food Stores spokeswoman, and AFS sold
more than 15,000 pies to its locally-owned and independent retailers. One
of the wholesaler’s Macey’s stores sold 229 pies in one day.
The two top-selling flavors were Dazzleberry and Sea Salt Caramel Apple.
To promote the event, Associated Food Stores’ corporate locations (Macey’s,
Dan’s, Dick’s, Lin’s and Fresh Market stores) stocked freezer endcaps full of
Red Button Vintage Creamery Pies, Red Button Vintage Creamery ice cream
and Western Family whipped topping.