ST. LOUIS -- No one can ever accuse National Markets of suffering from an identity crisis. Customers of this feisty, 18-unit independent based here can pore over rustic wooden bins for their produce at Gibson's Farmer's Market, purchase New York-style cold cuts at a Thumann's branded deli, or choose supermarket fresh meals from a cold case named "Gibson's on the Go!" While slapping a name on a department to give it an identity is not necessarily a new strategy, here the idea is working ...

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