Dive Brief:
- Gerrity’s has completed its transition to The Fresh Grocer brand, according to a Tuesday announcement.
- Ten supermarkets in Northeastern Pennsylvania underwent the transition to the new brand over 10 weeks, and customers can expect new products and services, lower prices and “favorite aspects of the Gerrity’s experience,” per the press release.
- Gerrity’s announced its change to The Fresh Grocer brand, run by supermarket cooperative Wakefern Food Corp., in June, and debuted its first renovated store in August.
Dive Insight:
Gerrity’s decision to rebrand as The Fresh Grocer makes the company the 48th member of Wakefern
The family-owned supermarket business, which began operations in 1895, consists of 10 locations and more than 1,300 employees run by the Fasula Family. The company is led by Joe Fasula and his mother, Joyce Fasula.
A ribbon-cutting ceremony was held on Oct. 14 for the 10th store, which is located at 1880 Stefko Blvd. in Bethlehem, Pennsylvania, according to the announcement.
The rebranded locations, located in the Lackawanna, Luzerne and Northampton counties of Pennsylvania, are continuing to offer fresh groceries and “restaurant-quality” take-home meals, per the announcement. The new locations are selling Wakefern’s private brands, including the Bowl & Basket, Paperbird and Wholesome Pantry brands.
The Fresh Grocer Price Plus club card is available for shoppers and new advertising circulars for the newly converted stores will begin appearing every Friday, according to the press release.
Online grocery service through Instacart is also available for shoppers at the converted stores, the announcement noted.
“We work hard every day to deliver a top-notch experience for our customers, and we will continue to provide all the things our customers know and love while adding new and exciting features” to the converted stores, Joe Fasula said in a statement.
