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Wakefern grows The Fresh Grocer banner

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Four Foodtown locations are being converted

KEASBEY, N.J. — Wakefern Food Corp.’s The Fresh Grocer brand is boosting its presence in New Jersey this month with the conversion of four Foodtown stores to the banner. The move involves supermarkets operated by Nicholas Markets Co. in Cedar Grove, Colonia, North Haledon, and Washington Township, N.J.

The Maniaci family, which operates Nicholas Markets, joined the retailer-owned Wakefern cooperative in October, becoming its 51st member.

“My customers know they get a top-notch, specialty grocery shopping experience at our stores, and we will continue to provide all the things our customers know and love while adding new and exciting features as we rebrand to The Fresh Grocer,” Nicholas Markets president and CEO David Maniaci said in a statement.  “This is the exciting next chapter in my family’s 77-year history in the grocery business. I want to thank shoppers for their ongoing support as we complete our rebranding efforts and make the change to The Fresh Grocer.”

The stores with transition to the new format beginning on February 14 with the store in Colonia, followed by the stores in Washington Township (February 21), North Haledon (February 28) and Cedar Grove (March 6).

Customers will see new products and features in the stores after they are converted, including several new Wakefern own brand products including the Bowl & Basket food and Paperbird household product lines, and the Wholesome Pantry Organic line. Shoppers will be able to sign up for Fresh Grocer Price Plus Club frequent shopper card, and will be able to get their purchases delivered to their homes via Instacart.

The conversion of the former Foodtown locations will bring the Fresh Grocers’ store count in New Jersey and Pennsylvania to 12.


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