Last updated on June 13th, 2024
SpartanNash invested $18.3 million in 18 Family Fare stores in Michigan as part of its new “Keeping it Real” brand promises.
Family Fare is keeping it real for store guests, with five brand promises: keeping it real local; keeping it real with value beyond price; keeping it real with affordable wellness; keeping it real socially smart; and keeping it real fun and indulgent.
Family Fare also unveiled its new logo and mission, which is to be the trusted, go-to neighborhood market that provides real values for real people in real communities. 
“Keeping it real is a promise to our store guests that we’re staying true to ourselves and providing a customer experience unlike any other,” said SpartanNash President and CEO Dave Staples. “It’s a simple promise, but it really shows what our Family Fare stores are all about. Family Fare continues to offer selection, quality and freshness throughout the store, with new and exciting elements that allow our store guests to browse, discover and even indulge with unique offerings, local products and everyday values you can’t find anywhere else.
“We are bringing craftsmanship back to the grocery shopping experience, with Family Fare associates who are certified butchers creating unique items and meat cut to order; bakers frying up Dohjo donuts in fun, bold flavors and baking mouthwatering desserts; produce experts cutting and dicing fruit and vegetables to order while you shop; and pharmacists keeping you healthy,” he said.
The new Family Fare brand will be showcased at 18 west Michigan stores.
“At each of our 88 Family Fare stores, and all company-owned retail stores, we deliver ‘what our store guests want, when they want it, fast and friendly,’ and our new Family Fare branding showcases that promise in a fresh, fun and exciting way,” Staples said. “Our Family Fare store guests are looking for a local grocery store that offers high quality, broad selection, convenience and competitive prices.
“We all want a store to call our own, one that represents our community with pride, reflects our unique preferences and supports our local growers and suppliers,” he said. “Our Family Fare stores provide all of this and more, and now with a refreshed look and feel that represents all the ways we’re ‘keeping it real’ in every department of the store.”
SpartanNash/Family Fare ‘Keeping It Real’ Branding, 18 Michigan Stores
