Price Chopper/Market 32 Rolls Out PICS Brand

PICS by Price Chopper, an exclusive, signature line of store-brand products offering high quality and premium value, is making its debut at Price Chopper Supermarkets and Market 32 stores.

Sold in contemporary, food-focused packaging aligned with the Market 32 brand, PICS will gradually replace almost 2,000 Price Chopper brand items, inlcuding popcorn, ice cream and eggs. The packaging transition, which began in February, will take an estimated two years to complete. To ensure compliance with Vermont’s new GMO labeling law, all PICS labels throughout Price Chopper/Market 32’s six-state footprint will feature information on genetically engineered ingredients contained within, if applicable.

“The trust that our customers have in the high quality and exceptional value of our ‘own brand’ products equates to a significant portion of our business and was the impetus behind our investment in PICS,” said Mona Golub, VP of public relations and consumer services for Price Chopper/Market 32.  “We remain committed to satisfying their high expectations with products worthy of our ‘quality and value’ seal, while updating the visual expression of our brand to ensure relevance and differentiation in today’s contemporary world.”

The PICS brand aims to communicate that the products are “handpicked” to offer customers national-brand-equivalent quality or better at a significant value. Most PICS items will be sourced from the same suppliers and to the same specifications as Price Chopper brand products, while some, like PICS ice cream and refrigerated ready-to-bake cinnamon rolls, will employ new sources of supply that the chain selected to provide even higher quality at the same or a lower cost. Pricing on the new PICS line will remain consistent with current store-brand products.

Based in Schenectady, N.Y., the Golub Corp. owns and operates 135 Price Chopper and Market 32 grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire.  Golub’s 21,000 associates collectively own more than 47 percent of the company’s privately held stock, making it one of the nation’s largest privately held corporations that is predominantly employee-owned.