Wegmans Partnering With Frito-Lay on Market Research

ROCHESTER, N.Y. — Wegmans Food Markets is consulting with Frito-Lay and other CPG companies on market research into new markets where the chain plans to open stores, including New England, said Peggy Riley, human resources project manager, Wegmans.

Speaking at the FMI Show in Las Vegas last week, Riley said before entering a new market — such as the Boston region, which it plans to enter in the fall of 2011 — Wegmans tries to gain an understanding of consumers in those areas and the availability of labor.

“Who better to understand new markets than trading partners who are already serving those customers and living, working and playing in those areas?” she said.

The collaboration with Frito-Lay is an extension of Wegmans’ “New Ways of Working Together” program in which it partners more closely with its trading partners.

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