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Arlington Heights, Ill.-based Federated Group and Grocers Supply Inc. of Houston have entered into a joint venture with the goal of expanding the Grocers Supply’s Parade program. Grocers Supply, a provider of brands and programs to the greater Houston area, will launch 107 SKUs of Federated Group’s Parade frozen vegetables and fruits, reaffirming its commitment to the brand.
The joint venture calls for moving many items from the VIP packer label, the companies said, and adding more varieties and blends. The new frozen program will begin shipping in the fall, just in time for the holiday season. The vegetable and fruit offerings include both classic and contemporary items sourced from key growing regions around the country and throughout North America.
Grocers Supply supplies more than 650 grocery retailers, 1,200 convenience stores and 200 schools, the companies said. Along with the Parade brand, Grocers Supply also offers the Federated Group’s bilingual value brand, Better Valu.