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    Dick's Supermarkets to Be Renamed Dick's Piggly Wiggly

    SHEYBOYGAN, Wis. -- Dick's Supermarkets will be renamed Dick's Piggly Wiggly on Wednesday, bringing to 94 the total number of Piggly Wiggly stores currently operated by Fresh Brands, a grocery retailer and distributor that was sold in February to Certifresh Holdings, Inc.

    SHEYBOYGAN, Wis. -- Dick's Supermarkets will be renamed Dick's Piggly Wiggly on Wednesday, bringing to 94 the total number of Piggly Wiggly stores currently operated by Fresh Brands, a grocery retailer and distributor that was sold in February to Certifresh Holdings, Inc.

    Fresh Brands, which now operates as a division of the Chicago-based Certifresh -- a company created to consummate Fresh Brands' acquisition by Chicago-based Certified Grocers Midwest, Inc. -- said it will convert its southwestern Wisconsin Dick's Supermarkets unit to Dick's Piggly Wiggly June 21.

    The Dick's rebranding effort is expected to reduce retail prices on nearly 6,000 items to mirror the Piggly Wiggly value-pricing strategy, according to local reports.

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