"Food Lion has a unique opportunity to reintroduce one of the most well-respected brands of fresh chicken at our stores," said Hans Lefebvre, vice president of meat and seafood merchandising at Food Lion. "In an economy where consumers are always searching for premium products at great prices, we are able to provide both to our customers through this arrangement. This is a fantastic opportunity to provide a unique product offering exclusive to our customers, while delivering on our commitment of quality products at great prices. The Holly Farms brand has a strong heritage in many markets in which we operate as a provider of quality, premium fresh chicken at a great price. The reintroduction of this brand enables us to provide a differentiated product to our customers at or below current store brand fresh chicken prices."
Consumers will begin seeing packages of Holly Farms fresh chicken in stores this week. As part of the arrangement, Food Lion LLC will replace all store brand fresh chicken with Holly Farms premium brand chicken at Food Lion, Bloom and Bottom Dollar Food stores.