Best Choice, the flagship private brand of Associated Wholesale Grocers, is promoting a Thanksgiving for Less initiative designed to deliver a complete, traditional holiday meal at a value while giving the cooperative’s independent member retailers a margin opportunity during one of the year’s highest-traffic periods.
With food costs remaining a primary consideration for holiday shoppers, the initiative positions the store brand as a bridge between quality and savings, spanning pantry staples, baking essentials and holiday classics.
“Our goal this Thanksgiving is simple: help shoppers celebrate more for less while giving our member retailers a competitive edge,” said Tye Anthony, chief merchandising and marketing officer at AWG. “By offering a variety of options for families to prepare their Thanksgiving meal at a value, including turkey, sides and dessert, we are demonstrating that exceptional value and high quality can comfortably coexist on the holiday table. In addition, Best Choice offers over $160 in digital coupons to consumers on key holiday items.”
For member retailers, AWG says promoting the Best Choice portfolio through the holiday season drives basket savings that position independent stores as destinations for seasonal budget management, strengthens loyalty by delivering national-brand quality at private-brand price points and helps independents maximize volume and revenue.
Kansas City, Kansas-based AWG is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and 3,500 locations throughout 33 states from nine wholesale division support centers, with consolidated 2025 sales of $12.2 billion.