The NBC comedy "The Office," set in Scranton, Pennsylvania, is incorporating Wegmans-brand products from the company's Scranton store into the show. The first occurrence was during the opening scene of the show's premiere Thursday, Sept. 27. Star Steve Carell sat at his breakfast table eating Wegmans-brand cereal with Wegmans soy milk. The company's products were featured throughout the episode.

The show's property manager, Philip Shea, was in Scranton a couple of months ago, shopping for places and products to use on "The Office." He stopped at the local Wegmans in his free time.

"It's just amazing," Shea said. "It's just a beautiful, beautiful market. There's nothing like a Wegmans on the West Coast."

Shea initiated a relationship with David Grossi, store manager for the Scranton Wegmans. Shortly afterwards, Grossi began shipping requested Wegmans-brand products off to California, where "The Office" is filmed.

"Seems to be, once a week they ask for things," Grossi says. "There's one shipment per episode, it seems. They pay for shipping and Wegmans pays for the products."

So far, Grossi has sent Wegmans-brand cereal, soy milk, grape jelly, four cases of soda in assorted flavors, and a variety of chocolate products: syrup, hot cocoa mix, mini brownies, ice-cream toppings, and chocolate-covered raisins.

The agreement between the show and Wegmans is informal and could last "until the show's cancelled. Until Steve Carell quits," Shea says, just joking on that last part.

Once the products have finished their 15 minutes of fame, they're sometimes put out for the writers and others to enjoy, Shea says.

Grossi doesn't know how the products will be incorporated into the show's future storylines. Wegmans spokeswoman Jo Natale says company reps have been told the products won't be portrayed negatively, but if that happens, they'll roll with it.

"Sometimes you have to have a sense of humor about some things," she says. "We'll laugh along with everyone else."

"The Office" airs at 9 p.m. Thursdays on NBC, Channel 10.