LUBBOCK, Texas — United Supermarkets here said Monday it is changing its company name to The United Family to reflect both its multiple store banners and its history of family ownership.


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As part of the branding initiative, The United Family has formed an internal Brand Stewardship Committee to help define the organization’s brand portfolio, which consists of four retail banners: United Supermarkets, Market Street, Amigos and United Express, along with its subsidiary operations, R.C. Taylor Distributing, Praters and Llano Logistics.

“This vital step of defining, documenting and evolving our brand strategies will help ensure the entire company understands what each of our brands stands for. Our goal is to create more distinct and consistent brand identities so we stay relevant to current and future Guests,” said Monica Schierbaum, The United Family senior marketing director, who is leading the branding initiative.

The first visible signs of the brand initiative are the newly redesigned logos. Market Street was introduced at the Jan. 9 opening of new location in Lubbock. A new logo for the United Supermarkets banner was introduced at the company’s Snyder location in early August. New logos for Amigos and United Express will be rolled out in the coming months, the company said.

“Our business has become more and more competitive, with new stores and formats offering very compelling alternatives for food shopping,” said Robert Taylor, chief executive officer. “It’s vital to our future success that we let current and future guests know who we are and what we stand for. We have to make sure we offer our guests things that are relevant to them and their shopping needs.”

Now in its 97th year of operation, The United Family — formerly United Supermarkets LLC — is a Texas-based, family-owned grocery chain operating 57 stores in 30 markets across north and west Texas.

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