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You got the right mail and you received the right coupons based upon your shopping history and again yes, you are correct, they know exactly what you normally buy.
You're going to shop there for the things you normally buy and save 30+-% using the membership card but a lot of customers, myself included, shop different stores for different items. Since you don't "normally" buy can vegetables from them - it may be a price issue above and beyond your normal savings - thus the attempt to save you a little more and earn your business.
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