BIRMINGHAM, Ala. — Belle Foods here said it plans to convert the stores it acquired from C&S Wholesale Grocers to the new Belle Foods banner.
Belle Foods, led by industry veteran Bill White as president, completed the previously announced acquisition of Southern Family Markets effective July 1. The purchase includes 57 stores under various banners in four states. Terms were not disclosed.
According to a report in the Birmingham News, the company plans to convert the stores during the next 18 months, backed by an ad campaign around the theme “refreshingly simple.” Big Communications, also based here, is conducting the branding campaign.
In a prepared statement, White said the company would seek to revive a “family-owned” theme at the stores, many of which had once been Bruno’s locations. The stores will continue to be supplied by C&S, which is based in Keene, N.H.
“Belle Foods is eager to begin serving the community and building great relationships with all of our current and future shoppers,” said White.
His son Jeff White is chief administrative officer. Max Henderson, formerly president of Southern Family Markets, has joined C&S as senior vice president.
The stores currently operate in Alabama, Florida, Georgia and Mississippi under the Food World, Piggly Wiggly, Bruno’s and Southern Family Markets banners. The conversions would mark the end of the Bruno’s banner.
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