FINDLAY, Ohio - The 11 Indiana Marsh Supermarket locations acquired by Ohio-based Generative Growth II LLC will have a new name. Owners Michael Needler Jr. and Julie Anderson say the Needler's Fresh Market brand will be used for all of its stores in Indiana and three stores in Ohio. Its Van Wert, Ohio location will be called Chief Supermarket, an established brand in the area managed by Generative Growth-owned Fresh Encounter Inc.

Michael and Julie are the third generation of the Needler family to be involved in the grocery business. The Needlers have roots in Hartford City.

In May, Marsh filed for Chapter 11 bankruptcy protection and the following month, Generative Growth II and a subsidiary of Cincinnati-based Kroger Co. (NYSE: KR) called Topvalco Inc. were identified as the winning bidders for a combined total of 26 former Marsh stores. Eighteen stores not acquired in the bidding process were closed and their assets were liquidated. Topvalco paid $14 million for its share of the stores and Generative Growth II paid $8 million. In July, Kroger announced it would plan to handle deferred maintenance issues at seven of the stores acquired by its subsidiary and decide later what to do with the other four. The Topvalco-owned former Marsh locations will be Kroger-branded.

The former Marsh locations that will transition to the Needler's Fresh Market banner are:

  • 5802 West U.S. 52 in New Palestine
  • 1013 Forest Ave in Marion
  • 11625 Fox Road in Indianapolis
  • 3075 East 25th Street in Columbus
  • 621 North University Boulevard in Middletown, Ohio
  • 982 North Market in Troy, Ohio
  • 1711 North Walnut in Hartford City
  • 223 Aukerman in Eaton, Ohio
  • 1515 South State Road 37 in Elwood
  • 899 East Jefferson in Tipton
  • 3015 West U.S. 36 in Pendleton
  • 320 North New Jersey Street in Indianapolis
  • 501 National Road West in Richmond
  • 736 West Main Street in Greensburg

The 1107 South Shannon in Van Wert, Ohio location will become Chief Supermarket, as previously mentioned.

Generative Growth II says exterior and interior branding is set to be complete before November and new advertisements will reflect the change mid-September.

Anderson, who serves as vice president of marketing, says "customers can expect a clean, fresh look with our marketing and communication." Michael, who is the grocer's chief executive officer, adds "Needler's Fresh Market truly represents who we are as a family and as an operator. My sister, Julie, and I have grown up in the grocery business and look forward to bringing our genuine family values to the former Marsh stores. I know customers will begin to experience the pride we feel serving our friends and neighbors every day."

The company says the Needler family has been in the grocery business for nearly a century.