Family Fare ‘keeping it real’ as 18 stores celebrate grand reopening, new branding and a new attitude designed to deliver a bold new look and expanded, innovative offerings

Sunday, May 19, 2019

Meredith Gremel, Vice President, Corporate Affairs & Communications, SpartanNash, 616-878-2830

Family Fare ‘keeping it real’ as 18 stores celebrate grand reopening, new branding and a new attitude designed to deliver a bold new look and expanded, innovative offerings

West Michigan stores underwent $18.3 million investment to create 120 jobs,
showcase what’s new and fresh throughout the store

Five brand promises built on local products and relationships, value beyond price, affordable wellness, being socially smart and delivering a fun and indulgent shopping experience

GRAND RAPIDS, Mich. – Keeping it real fresh and interesting from here on out – that’s the new look and bold, fun personality SpartanNash announced today for its Family Fare supermarkets. The new branding is designed to deliver an exceptional customer experience based on what today’s shoppers want, when they want it, in every department of the store. To deliver on the new brand’s five promises, SpartanNash invested $18.3 million in 18 Family Fare stores throughout West Michigan and created more than 120 new jobs.

“SpartanNash has been headquartered in West Michigan for more than 100 years, and we couldn’t think of a better place to unveil our new Family Fare brand and all that it has to offer,” SpartanNash President and CEO Dave Staples said. “Our Family Fares continue to offer selection, quality and freshness throughout the store, with new and exciting elements that allow our store guests to browse, discover and even indulge with unique offerings, local products and everyday values you can’t find anywhere else.”

Family Fare also unveiled its new logo and mission: to be the trusted, go-to neighborhood market that provides real values for real people. Family Fare is “Keeping it real” for store guests, with five brand promises of keeping it real local; keeping it real with value beyond price; keeping it real with affordable wellness; keeping it real socially smart; and keeping it real fun and indulgent.


We’ll always support local farmers, produces, businesses and the community – with thousands of local products throughout the store, including fresh produce from local farmers and locally sourced products. Family Fare is also keeping it real local with the company’s commitment to building stronger communities through more than $3 million in financial and product donations and nearly 60,000 volunteering hours each year, as well as hundreds of diverse career opportunities for associates in every phase of their career.

With value beyond price

We’ll always provide low prices on the items you buy and offer great weekly deals – including the convenience of Thrill on the Grill and lobster mac and cheese grab-and-go meals and ready-made sides and starters, plus the ability to have all these items and more shopped by Fast Lane personal shoppers, who know your preferences and make it quick and easy to grab your groceries with curbside pickup and at-home delivery, all within two hours of placing your order.

With affordable wellness

We’ll always provide affordable choices that fit your budget and help you live better, healthier and happierwith low- and no-cost generic medications and Timely Meds™ personalized pill punch packs with a four-week supply of medications – including compartments for morning, noon, evening and bedtime – to make taking multiple medications easier and more organized. Family Fare is also keeping it real with affordable wellness, with a Living Well team committed to helping store guests on their wellness journey – whether you’re looking for gluten-free, plant-based proteins or natural and organic products – as well as better for him and her products including essential oils and bath bombs and ways to spoil your furry family with fully stocked pet centers.

Socially smart

We’ll always maintain a commitment to social and environmental consciousness, because we’ve only got one planet – including brighter, energy-efficient refrigerated cases designed to reduce energy consumption by 20 percent and keep products fresher, longer. Family Fare is also keeping it socially smart with corporate responsibility commitments to support programs such as Double Up Food Bucks, the Fair Food Pledge and animal welfare and clean, easy-to-read labels and reduced ingredient lists on Our Family® and Open Acres® items throughout the store.

Fun and indulgent

We’ll always provide forward thinking, interesting products that reward your experience with a sense of indulgence and discovery – with new products added to shelves every day, as well as Betty Kaye’s – where smoked meats are prepared onsite by expert Family Fare pit masters and paired with special recipe rubs, sauces and hot sides for a complete take-home, family-style meal – and the Fresh Divide, where store guests can select their fruits and vegetables and have produce experts slice, dice, chop or julienne them for free while they shop, or choose from hundreds of pre-cut fruits and vegetables, infused water and cold-pressed juices. Family Fare is also keeping it real fun and indulgent with fresh-made, gourmet popcorn in on-trend flavors, including cheddar gold, candy corn and Midwest mix, and in-store taquerias featuring full-service taco and burrito bars with carnitas, carne asada, chipotle chicken and vegetable rajas, as well fresh-made tortillas and tamales.

“We are bringing craftsmanship back to the grocery shopping experience, with Family Fare associates who are certified butchers creating unique items and meat cut to order; bakers frying up Dohjo donuts in fun, bold flavors and baking mouthwatering desserts; produce experts cutting and dicing fruit and vegetables to order while you shop; and pharmacists keeping you healthy,” Staples said. “Keeping it real is a promise to our store guests, that we’re staying true to ourselves and providing a customer experience unlike any other. It’s a simple promise, but it really shows what our Family Fare stores are all about.”

Stores featuring the new Family Fare branding include:

  • 6370 Lake Michigan Drive in Allendale
  • 2245 84th St. SW in Byron Center
  • 1181 W. Randall in Coopersville
  • 6480 28th Ave. in Georgetown Township
  • 1415 E Fulton St. in Grand Rapids
  • 5241 Northland Drive in Grand Rapids
  • 2755 Lake Michigan Drive in Grand Rapids
  • 1225 Leonard NE in Grand Rapids
  • 4325 Breton Road SE in Grand Rapids
  • 3960 44th St. SW in Grandville
  • 1185 S. Washington in Holland
  • 993 Butternut Dr. in Holland
  • 5221 Cherry Ave. in Hudsonville
  • 1965 Baldwin St. in Jenison
  • 6127 Kalamazoo Drive SE in Kentwood
  • 2275 Health Drive SW in Wyoming
  • 2900 Burlingame Ave. SW in Wyoming
  • 9479 Riley St. in Zeeland

“At Family Fare, we deliver ‘what our store guests want, when they want it, fast and friendly,’ and our new Family Fare branding showcases that promise in a fresh, fun and exciting way,” Staples said. “Our Family Fare store guests are looking for a local grocery store that offers high quality, broad selection, convenience and competitive prices.

“We all want a store to call our own – one that represents our community with pride, reflects our unique preferences and supports our local growers and suppliers. Our Family Fare stores provide all of this and more – and now with a refreshed look and feel that represents all the ways we’re ‘keeping it real’ in every department of the store.”

Store guests can experience the “Keeping it real” brand promises and new Family Fare logo in their local stores, as well as through an extensive marketing campaign taking place throughout West Michigan this summer.

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About SpartanNash

SpartanNash (Nasdaq: SPTN) is a Fortune 400 company whose core businesses include distributing grocery products to a diverse group of independent and chain retailers, its corporate-owned retail stores and U.S. military commissaries and exchanges; as well as premier fresh produce distribution and fresh food processing. SpartanNash serves customer locations in all 50 states and the District of Columbia, Europe, Cuba, Puerto Rico, Bahrain, Djibouti and Egypt. SpartanNash currently operates 160 supermarkets, primarily under the banners of Family Fare, Martin’s Super Markets, D&W Fresh Market, VG’s Grocery, Dan’s Supermarket and Family Fresh Market. Through its MDV military division, SpartanNash is a leading distributor of grocery products to U.S. military commissaries.