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N.J. Key Food Stores to Rebrand as SuperFresh: Report

Reporting on the pending conversion of a 50,000-square-foot Key Food Marketplace in New Brunswick, N.J., to a SuperFresh store, a local paper quoted the city’s public information officer, Jennifer Bradshaw, as saying that the Staten Island, N.Y.-based retailer cooperative "intends to utilize the SuperFresh brand going forward for all Key Food stores in New Jersey.”

The store was rebranded as a Key Food Marketplace 17 months earlier, according to New Brunswick Today, after originally opening in 2012 under The Fresh Grocer banner.

In February 2016, Key Food Stores Co-operative Inc. purchased in an auction the SuperFresh banner and related intellectual property from the bankrupt Great Atlantic & Pacific Tea Co. (A&P), from which the co-op also acquired The Food Emporium name and 24 stores.

A rebranding ceremony and celebration for the New Brunswick store are scheduled for the spring. 

At press time, Key Food had not responded to a request for comment from Progressive Grocer.

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