PORTLAND, Ore. - It's no secret that the cost of groceries is going up as fast as the cost of gas.

That should be no surprise since the cost of food is closely tied to the fuel-driven transport system that moves it around the country and the world.

But there are strategies you can use now to cut that food bill down to size - or even save some cash. Use these tips the next time you go shopping.

Use ads and coupons.

It may seem like a hassle to wade through all those weekend newspaper ads, but the time spent could mean money that is not spent. Also, many coupons are now online. Check the Web sites for the companies that make the food you buy to see if they have any special offers or coupons. Then just print them out.

But less expensive generic brands.

We're conditioned to think that brand-name goods are better. But for many foodstuffs, generics are just as tasty and cost less - sometimes a lot less. Coupons and specials could compound your savings.

Buy fresh, not bagged produce.

Bagged salad lettuce has been washed, cut, sorted and, of course, bagged. Each step adds a little more to the price for the convenience. You can do all those things at home. And instead of a bag, put the leftover veggies in air-tight containers. They'll stay fresher, longer. Longer than bagged goods, usually.

Buy local if possible.

Food grown close to home costs less to transport. Very often, a local farmer's market will save you money over store items due to the lower fuel and overhead costs. In the store, local items may cost you less since they cost vendors less to get them to the store.

Look down to save.

Name brand goods, which are more expensive, are usually stocked on shelves at eye level. Generics and lesser-known brands are closer to the floor. They usually cost less but taste or perform the same. Give them a try.

Check the ends of the aisles for special deals.

The ends of an aisle at the market are called "endcaps." That's where stores typically will stock a special deal, closeout discount items or coupon discounted items. Keep your eyes peeled for bargains.

Stick to your guns, er, list…

We're all guilty of going into a store for some paper towels and butter and coming out with paper towels, butter, a bag of chips, a pizza cutter, peanut butter and a bottle of discounted wine. Stores are designed for this kind of temptation. Focus, stick to your list, get in and get out.

Shop during off-peak hours.

Markets can be madhouses during peak hours, which is usually weekends and in evenings as people get off work and buy food for dinner. If possible, go during the morning, during the week. The less hectic periods will allow you to shop with less stress and avoid temptations.

Finally, don't shop while hungry!

It's an old rule, and for good reason. You're hungry, and surrounded by food. You do the math. Shopping while hungry can blow your budget and expand your waistline. Have a sandwich and a big glass of water before you head to the store.