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Ukrop’s spent 75 years building a grocery store brand that consumers throughout central Virginia loved. But in 2010, their business model changed as Ukrop’s sold the stores while retaining the prepared-foods business in the form of a new company.

Ukrop’s wanted to take the brand they had built in central Virginia, reconnect it to the local community digitally, and make it relevant for new consumers in additional markets. For the new business to compete effectively, Ukrop’s set out to rethink its digital presence.


The technology, design, content, and brands are working cohesively to connect consumers and retailers to Ukrop’s legacy while also promoting the brand expansively.

  • Website navigation is more intuitive, and the site is responsive to mobile devices.
  • Product brands are clearly associated with one another, and users can easily find information about each brand and the location of stores where they are sold.
  • Cross-selling opportunities have been enhanced.
  • Customers have a better platform to continue their relationship with the Ukrop’s food brands they grew to know and love.


Unifying the Product Brands

Ukrop’s Homestyle Foods offers multiple product brands.

And historically, each brand had its own website and the brand identities were not optimized to work together. Each site had been designed at varying times using different technologies. Ukrop’s marketing team wanted to place the sites under one umbrella and present the product brands in a unified manner so retailers and consumers could more readily connect with the parent brand.

We worked with Ukrop’s team to define and clarify the relationship between the parent brand and the product brands. This was followed by the development of a new information architecture – one that makes it easy for website users to find the products and services they need, discover other Ukrop’s brands, and learn about the Ukrop’s story.