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    Fresh Brands Becoming Piggly Wiggly Midwest

    The grocer will change its corporate name the reflect the store banner its customers know so well.

    Come Jan. 4, the owner of Wisconsin's Piggly Wiggly supermarkets, Fresh Brands, Inc., is taking on new name that will have better recognition among shoppers. The Sheboygan, Wis.-based grocer will officially change its corporate name to Piggly Wiggly Midwest.

    "We feel having our business name incorporated with our company name will make it easier for the public to recognize," Gary Suokko, c.o.o. was quoted as saying in local press reports.

    Fresh Brands originally bought the rights to use the Piggly Wiggly name in 1949, and is not connected to the original Piggly Wiggly Co., which has since gone through several ownership changes and is now an affiliate of C&S Wholesale Grocers Inc.

    Prior to 2001, Fresh Brands was known as Schulz Sav-O Stores Inc. The company changed its name with the acquisition of Dick's Supermarkets in northern Illinois. Since then, the Piggly Wiggly name has been added to Dick's stores for consistency in advertising, Suokko said.

    Now owned by Paul Butera, an Illinois grocer who bought the company in 2007, Fresh Brands operates 23 corporate-owned Piggly Wiggly stores and supplies groceries to 73 franchised Piggly Wiggly stores.

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