A lighting assembly for a merchandise display comprising: a merchandise display including merchandise display shelves and a plurality of support posts, two opposing support arms and a lighting bar extending between the two opposing support arms, wherein the lighting bar is defined by a C-shaped configuration in cross section and the two opposing support arms are mountable into the support posts of the merchandise display; a circuit board assembly having a plurality of LEDs mounted to the inside of the lighting bar, wherein the plurality of LEDs project a light beam onto a merchandise display; and a plurality of reflective surfaces located adjacent to the plurality of LEDs and secured to the circuit board assembly, wherein the plurality of reflective surfaces divide the light beam thereby creating multiple beams projecting from the LEDs, wherein the multiple beams include a first light beam in a first direction and a second light beam in a second direction different than the first direction, wherein each individual reflective surface from the plurality of reflective surfaces covers one individual LED on the lighting bar, wherein the first light beam in the first direction projects as a down light to the merchandise display shelf and the second light beam in the second direction projects as a back light against a vertical product shelf, wherein the first light beam and the second light beam are relatively consistent in brightness over the merchandise display shelf and the vertical product shelf, and the first light beam and the second light beam provide relatively even illumination in the first direction and the second direction. a merchandise display including merchandise display shelves and a plurality of support posts, two opposing support arms and a lighting bar extending between the two opposing support arms, wherein the lighting bar is defined by a C-shaped configuration in cross section and the two opposing support arms are mountable into the support posts of the merchandise display; a circuit board assembly having a plurality of LEDs mounted to the inside of the lighting bar, wherein the plurality of LEDs project a light beam onto a merchandise display; and a plurality of reflective surfaces located adjacent to the plurality of LEDs and secured to the circuit board assembly, wherein the plurality of reflective surfaces divide the light beam thereby creating multiple beams projecting from the LEDs, wherein the multiple beams include a first light beam in a first direction and a second light beam in a second direction different than the first direction, wherein each individual reflective surface from the plurality of reflective surfaces covers one individual LED on the lighting bar, wherein the first light beam in the first direction projects as a down light to the merchandise display shelf and the second light beam in the second direction projects as a back light against a vertical product shelf, wherein the first light beam and the second light beam are relatively consistent in brightness over the merchandise display shelf and the vertical product shelf, and the first light beam and the second light beam provide relatively even illumination in the first direction and the second direction.