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The Denver Post reports this morning that the Colorado Department of Agriculture has ruled that the pricing policy used at Nash Finch’s Avanza grocery stores there is not illegal but could be considered misleading – and ordered new, clearer signs.

Avanza uses a “shelf plus 10 percent” price policy, essentially saying that the shelf price is “cost” and that the 10 percent being added at checkout is gross profit.

To this point, the signs have said "A Great Way To Save — Plus 10% at the Register!" The new signs will say, "A charge of 10% will be added at the cash register."

Nash Finch has defended the pricing policy as not being misleading, and has said that it is “well accepted” by its customers. However, apparently not all customer shave felt that way, since it was consumer complaints that led to both regulatory agency and press investigations into the policy.

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