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This is something I noticed while cruising the frozen food aisle of the Mountain View, California Safeway: a little shelf with plastic mini-colanders for sale, each about 6 inches in diameter.

This would have been something you might find on a Walgreen's coupon offer for 39 cents, or a two-pack of them offered at your local 99 cent store.

Aside from the small size and bright colors, there was nothing special about these colanders. They were imported from China and did not seem to be especially durable. Available to you at Safeway for the inviting price of $4.99.

The brand of this colander was "Good Living", and it's distributed by a company called ATA Retail Services, in Hayward, California. There were a number of other of these "Good Living" products, generally overpriced, but perhaps not all quite so egregiously.

ATA Retail Services ( describes itself as "the industry leader in impulse merchandising for grocery" in the U.S. From the consumer's perspective, it should just be something that blocks you from seeing the frozen food you're looking for.

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Revision r1.1 - 07 Dec 2011 - 06:57 by EliMantel web search for EliMantel
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