The Ontario-based chain Farm Boy was bought in 2018 by Empire Co., owner of Sobey’s, FreshCo and other supermarkets. As part of the purchase, some Sobey’s stores are becoming Farm Boys, including the Bronte location. This re-branding was announced alongside stores in Toronto’s Harbourfront district and Ottawa’s Greenbank. Empire’s goal is to grow the number of Farm Boy stores in the province to 43 by the end of 2021.
The re-branding will bring Farm Boy’s focus on organic and local food to these stores. Other markets in the chain have included hot food stations including items like takeout pizza as well as salad and sushi bars. Rebranded stores typically establish the new name, logo and approach thoroughly through flyer printing campaigns and other promotional material, which are also essential for grocery stores to advertise weekly deals.
Michael Medline, Empire CEO, explained the change as a result of the brand’s success with health- and environmentally-conscious Ontario consumers:
"Farm Boy’s unrivaled fresh food offer and popular private label brand have connected tremendously with customers in Ontario. This format is a clear winner for us and is part of our Project Horizon commitment to grow market share and optimize our store network over the next three years.”
The Bronte location will continue operating as a Sobey’s until the fall, when it will close for renovation and re-branding. It is planned to re-open under the Farm Boy banner in 2021.