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DeWese--Brand Loyalty Works In Printing, too

December 1998
I was eating a Boar's Head smoked turkey sandwich and, although I'm an investment banker and supposed to read The Wall Street Journal at lunch, I was, in fact and as is my habit, reading the label on my jar of Kraft mayonnaise. The same can be said for the Cheerios box at breakfast and Rita's tabasco sauce label at supper. I have been reading the label since I developed a fierce loyalty to Kraft at age six. That was more than 50 years ago. There should be a law that every deli and sandwich shop have Kraft mayonnaise available as an option to the huge jars of "other" mayonnaise they use.

When I was six I would make Kraft mayonnaise sandwiches. No meat, no cheese, no tomato, no lettuce, just mayonnaise. Now that I'm 56 it seems immature to eat mayonnaise sandwiches, so I've added a slice or two of Boar's Head turkey or ham or roast beef.

I had slathered the aforementioned mayonnaise on Maier's "country-style" potato bread. This is clearly the most delicious white bread I've ever tasted; just as any sandwich meat bearing the label Boar's Head is the best I've ever tasted.

All three of these brands are among the most expensive versus their competitors. I'm not real sure, but I believe my Maier's bread is about $1.60 per loaf. The Kraft mayonnaise is maybe $2.69 per jar and any Boar's Head product is about $7+ per pound.

They could double the prices and I'd buy them. They are my old friends—dependable, consistent quality. So price be damned.

I buy all this food at Genuardi's grocery store. I wouldn't shop anywhere else. Genuardi's is a chain of about 40 stores. It is run by about 10 Genuardis—Mom and Pop, about eight of their grown children, and probably a few grandchildren, nieces and nephews working in the stores.

Each of their employees treats me as if he or she was Mom and Pop Genuardi themselves. Pop Genuardi, incidentally, founded the company with a pushcart that he personally propelled through the streets of Philadelphia. There are never any long lines at Genuardi's because they've got plenty of cashiers and folks who actually bag your groceries. When I've got two carts full of stuff, someone helps me take it to the car.

Sure, sure, Genuardi's is probably the most expensive grocery chain in the Philadelphia market, but you must understand that I'm getting smiling service. It's fun to shop there.

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