Good-bye to the Gerrity’s name. The family-owned supermarket business is keeping its stores but changing its branding.
Owned and operated since 1895 by the Fasula family, Gerrity’s has grown into the largest family-owned grocery chain in Northern Pennsylvania with over 1,300 employees. Now, as of Tuesday, the Fasula’s 10 stores have begun transitioning to The Fresh Grocer brand, according to a press release.
The Fresh Grocer is a registered trademark of Wakefern Food. In June, Gerrity’s announced it joined Wakefern, making it the 48th member of the supermarket cooperative.
A ribbon cutting on Tuesday celebrated the store at 702 S. Maine Ave., Scranton, Pennsylvania, kicking off the transition. Changes include the ability to sign up for The Fresh Grocer’s Price Plus club card, new advertising circulars every Friday, new products and services, and lower prices.
Gerrity’s currently offers online shopping and delivery powered by Rosie. As each store converts, shoppers will get access to delivery through Instacart.
The transition will also include stocking Gerrity’s stores with new Wakefern own brand products, such as the Bowl & Basket, Paperbird and Wholesome Pantry lines.
With the rebranding, Gerrity’s aims to keep certain aspects of its experience, including continuing to offer its recipes and “restaurant-quality” take-home meals. Gerrity’s noted its staff will remain, including owner and operator Joyce Fasula, affectionately known as “Mom” to workers and customers.
“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 as we rebrand to The Fresh Grocer Owned and Operated by Gerrity’s,” Joe Fasula, co-owner of Gerrity’s, said in the press release.
The rebranding process to all 10 Gerrity’s locations is already underway with the final location expected to complete the transition on Oct. 14.
