Rebranded Pittsfield Price Rite reopens with 'community celebration'

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PITTSFIELD Bigger. More organized. Easier to navigate.

Those were some of the comments provided by shoppers Friday as Price Rite Marketplace officially reopened its rebranded store at 457 Dalton Ave.

Price Rite, which operates 59 grocery stores in eight states, is in a rebranding campaign designed to make all its markets more welcoming to customers and easier to shop.

The chain held "community celebrations" Friday at five of its Western Massachusetts grocery stores to formally introduce the changes, which, in Pittsfield, began two weeks ago.

Price Rite's Pittsfield store now has brighter decor, wider aisles and market-style produce department sections that are filled with fresh food. A wall separating the produce department from the rest of the store was taken down. Another new feature is the "Drop Zone," which is full of special buys on must-have grocery items and lower prices that include hundreds of products.

The word "marketplace" has been added to the Price Rite name to accentuate the emphasis on freshness.

Price Rite opened its Pittsfield grocery store in 2006.

"You have to keep up with the times," said Jennifer Harwood, Pittsfield's Price Rite store manager. "The store looked outdated."

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