Price Chopper Supermarkets has invited colleges and universities throughout its six-state footprint to compete in the fourth annual “Ultimate Innovation Competition” and give the stores some good ideas on how to improve operations.

$30,000 in cash prizes is available for distribution amongst the finalists.

“This unique competition gives students the impetus to explore and vision innovative solutions to real-life business opportunities,” said Heidi Reale, director of marketing and consumer insights. “Students also benefit from the experience of submitting formal written proposals and making presentations to Price Chopper executives, with whom they interact if the team is selected as a finalist.”

The competition challenges students to develop original and creative solutions and practices in the areas of retail store operations, supply chain/distribution management (including warehousing and transportation), merchandising/marketing (including advertising or public relations) and human resources (including training and recruiting).

Teams interested in participating should visit http://www2.pricechopper.com/innovation/ for the official rules and registration form, which calls for an outline of their innovative idea in a one-page abstract format and must be submitted to innovation@pricechopper.com by Friday, Feb. 10 at 5 p.m.

Since its inception, Price Chopper’s “Ultimate Innovation Competition” has awarded more than $90,000 to winning student teams from a variety of business, technical, pharmaceutical and liberal arts institutions, some of which have incorporated the competition into their curriculums.

Last year, more than 50 teams competed. Winning ideas have tackled everything from the improved efficiency of transitioning weekly displays to the proliferation of diversity, health and wellness to the utilization of social networking as a way to connect customers with the coupons they want most.