Price Chopper to Get a New Name

Your local Price Chopper could have a new name within the next 18 months.

The supermarket chain announced this week that it has sunk $300 million into rebranding the store, which will be called Market 32, it said in a press release.

At least 135 of its stores in six states will undergo the name change. Golub, the parent company of Price Chopper based in Schenectady, NY, said that the changes will start in the spring with the first conversations to stores in New York, and Pittsfield, MA. The first new store to be named Market 32 will be in Sutton, MA, said the release. More than half will be converted within five years.

The Golub Corporation “promised the new brand would change food shopping for its customers by modernizing its stores and offering new services and products.”

“Market 32 represents the next leap forward for our company. We have evolved from the Public Service Market to Central Market to Price Chopper by responding to customers’ changing needs over time and Market 32 is the next natural progression for us,” said Neil Golub, Price Chopper’s executive chairman of the board. “Early learnings gleaned from our Market Bistro concept store have put our next generation in an excellent position to make this move today.”

Golub Corporation owns and operates 134 Price Chopper and Market 32 grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire.

Massachusetts locations include Marlborough, Hopkinton and Shrewsbury.