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    Roundy's Selling Portage Pick 'n Save to Pierce's

    Baraboo, Wis. - Pierce's Supermarkets Inc. based here is in negotiations to take over the Pick 'n Save supermarket on New Piney Road in Portage, according to local press reports.

    Baraboo, Wis. - Pierce's Supermarkets Inc. based here is in negotiations to take over the Pick 'n Save supermarket on New Piney Road in Portage, according to local press reports.

    The Pick 'n Saves in Portage, as well as another unit in West Baraboo already owned by Pierce's, would drop the Pick 'n Save name and trade under Pierce's eponymous banner. The Portage supermarket is expected to change hands in the second half of June to Pierce's from Milwaukee-based Roundy's Supermarkets Inc.

    Jeff Maurer, president of Pierce's, was quoted in local reports as saying: "As part of that transaction, we will also be changing the name of our Pick 'n Save in Baraboo to Pierce's Marketplace. We will no longer be supplied (wholesale) by Roundy's, therefore we cannot carry the Pick 'n Save brand or Pick 'n Save name in either location after July 1."

    The Pierce's stores -- including Pierce's Eastside Market in Baraboo, a store in Muscoda and a store on the north side of Madison -- are owned by siblings David and Angie Pierce, the son and daughter of Don Pierce of Baraboo, Maurer said.

    Maurer said the name change is largely driven by Roundy's, which has been concentrating on growing its retail rather than wholesale distribution business.

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