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Few publicists instruct reporters to destroy their press releases. But in keeping with Food Lion's roll-out of what it is billing as its "first environmentally friendly grocery store," spokeswoman Christy Phillips-Brown issued materials printed on paper saturated with seeds.

"You tear it up, put it in soil and it grows," Phillips-Brown says.

Food Lion is counting on its green grocery in Columbia, S.C., to blossom, too. The store -- the first supermarket in the state built according to LEED Silver Certification standards -- is a major element in Food Lion's ongoing attempt to rehabilitate its image.

"Certainly we want to serve our customers," Philips-Brown says of the project. "But it's more about being a good corporate citizen."