Orange Street Food Farm, a beloved local grocery store, is set to implement significant changes to its product labeling in the coming weeks. Regular patrons will notice a transition away from the Western Family brand, as the store strategically pivots towards more recognizable and appealing product lines. This move signals a clear intention to elevate its market position and directly compete with larger grocery chains in the region.
Austin Hughes, the floor manager at Orange Street Food Farm, detailed that the brand transition will be a phased process, unfolding over the next few weeks as store teams systematically replace existing inventory.
“Western Family has been a familiar name for many years, but the brand hasn’t evolved in terms of product innovation, packaging design, or overall business approach,” Hughes explained. “By switching to brands like Food Club, we aim to build stronger brand recognition and offer products that resonate more with today’s consumers, moving away from a brand that may have become overlooked.”
For a considerable period, the Western Family brand has been associated with a diverse array of products, spanning from over-the-counter medicines to a wide selection of food and household items.
According to Hughes, post-transition, the store’s health and wellness section will feature Top Care brand medicines, while household essentials will be branded under Simply Done. Food Club will become the primary brand for food-related products, effectively replacing Western Family in this category.
“This strategic shift allows us to provide our customers with access to higher-quality products without any price increases,” Hughes emphasized. “It’s a win for our shoppers as they will continue to enjoy the same product variety, but with the added benefit of exploring even more reputable brands and product possibilities. We are essentially diversifying our brand portfolio by moving away from relying on a single major supplier and embracing a selection of more specialized and focused brands.”
Hughes also hinted that the move away from Western Family might extend to other local grocery outlets, including Pattee Creek Market and Fresh Market, although he couldn’t definitively confirm those plans.
Orange Street Food Farm operates within the Associated Food Stores buying group, which empowers them with greater influence over product selection. This association grants the local grocer enhanced autonomy in curating its inventory and setting competitive pricing strategies, Hughes noted.
“It is through this collective buying power that we can effectively compete with nationwide grocery conglomerates like Albertsons and Walmart,” Hughes stated. “Walmart’s significant share of the grocery market in Missoula presents a major competitive challenge. Our key strategy to counter this is to maintain a dynamic product range and consistently introduce fresh and appealing items.”
The grocery landscape in Missoula, like many other cities, has undergone considerable transformation in recent years. The merger of Albertsons and Safeway in 2015 spurred local entrepreneurs Ron Ramsbacher and Craig Holtet to acquire and revitalize former Safeway locations, rebranding them as Missoula Fresh Market.
Ramsbacher and Holtet had also previously acquired Orange Street Food Farm in the year prior from Robert Korman and John Lubbers. Since then, Missoula has welcomed new entrants to the grocery scene, including Lucky’s Market and Cash & Carry. Existing stores have also invested in renovations and expanded their product offerings to attract and retain customers in an increasingly competitive market characterized by evolving consumer preferences.
Despite the influx of new grocery options in Missoula, Orange Street Food Farm has maintained a strong position, largely due to its focus on serving as a neighborhood grocery store and cultivating a loyal customer base. Many regular shoppers have already observed the ongoing brand transitions within the store. Hughes affirmed that Orange Street Food Farm has successfully maintained its customer base despite increased competition.
“Missoula is a community that enjoys exploring new shopping experiences, and whenever a new store opens, people naturally check it out,” he acknowledged. “However, consistency is key. Orange Street has been a reliable presence in this community for a long time. We remain committed to our core values and operations, and our customers continue to appreciate and support us.”
“While new and appealing stores emerge, it’s vital to remember that there are still places like Orange Street Food Farm where you can find essential grocery staples without excessive markups. This value proposition remains core to our mission and appeal,” Hughes concluded.
