Swanson Christian Products is offering selected core product lines to its wholesale accounts at an everyday discount of 60% off suggested retail prices beginning Jan. 2. Hundreds of items are available at this new discount, including canvas Bible covers, ties, hats and caps, and auto emblems.

As for the reason why the company is offering this discount, John McKinney Sr., director of operations, said: "It's simple. It's just time to set a new standard."

For the past four years, Swanson has been redefining and re-establishing the company, focusing on marketing, product improvement, closeout opportunities and sales. Not only offering better quality and overall perceived value, the company's decision to "break the industry mold" and offer 60% everyday discounts on key product lines was primarily created to help retailers and to get them to take a new look at Swanson's, company officials said.

"When you have been in business 75 years, buyers may place you in pre-conceived boxes and don't necessarily look at you to help them in other areas of their business," McKinney said. "We are a different organization than we were just three or four years ago. If a store hasn't looked at all Swanson has to offer now, they are missing out on a lot of new opportunities for their customers."

Swanson's presence has grown larger at the International Christian Retail Show the last two years, with each year exceeding its 50-year, all-time sales records, the company said.