D&W Fresh Market
| Company type | Subsidiary |
|---|---|
| Industry | Retail (Supermarket) |
| Founded | 1943 in Grandville, Michigan, United States |
| Founder | Roy Woodrick and Sid DeVries |
| Headquarters | Grandville , United States |
Area served | Michigan's Lower Peninsula |
Key people | Bob Woodrick (former CEO), Doug Blease (former president) |
| Products | Groceries, deli products |
| Owner | SpartanNash |
| Parent | SpartanNash |
D&W Fresh Market is a regional supermarket chain based in the United States and is currently owned by SpartanNash, which completed its acquisition in 2006. Originating in 1943 in Grandville, Michigan, the chain presently manages ten stores located within Michigan's Lower Peninsula.
History
The inception of D&W Fresh Market dates back to 1943 when Roy Woodrick and Sid DeVries launched their initial store in Grandville, operating under the IGA grocery banner. It was among the pioneering retailers in Grand Rapids to exclusively offer USDA Choice Beef.
During the early 1960s, DeVries and Woodrick formalized the D&W corporate structure and introduced the company's distinctive heart-shaped logo. In 1967, Roy’s son, Bob Woodrick, assumed the role of president.
At its height, D&W managed approximately 27 outlets throughout West Michigan. In subsequent years, Bob Woodrick held the CEO position while Doug Blease served as president.
In 2005, to reduce labor and operational expenses, D&W divested its pharmacy division to Prairie Stone Pharmacy, shuttered the Grand Rapids 36th Street location, and eliminated over 100 positions. Ahead of its acquisition by Spartan Stores, the brand underwent a relaunch, transitioning from 'D&W Food Center(s)' to 'D&W Fresh Market(s)' as part of a refreshed marketing approach.
Spartan buyout
In December 2005, Spartan Stores declared its intention to acquire the remaining 20 D&W stores for $45 million, planning to preserve the D&W name due to its established reputation and legacy.
By February 2006, Spartan announced that ten stores would continue operating under the D&W Fresh Market brand, including locations at Breton Village, Caledonia, Cascade, Gaslight Village, Grand Haven, Grandville, Holland, Parkview (Kalamazoo), Portage, and Rockford. Six outlets were rebranded as Family Fare stores—a banner Spartan had acquired in 1999—including Alpine, Breton Meadows, Burlingame, Fulton Heights, Jenison, and Kentwood. Four stores—Northtown, Norton Shores, Walker (Wyoming), and Zeeland—were closed and listed for sale. Following Spartan’s purchase of Felpausch in 2007, the Williamston Felpausch site became D&W’s first mid-Michigan location. Subsequently, the Grandville and Rockford D&W stores were converted to Family Fare in 2010 and 2012 respectively. The Portage location ceased operations in March 2019.
These moves were informed by market research and growth evaluations aimed at maintaining Spartan’s competitive edge against major retailers such as Meijer, Target, and Walmart.
The acquisition was completed in April 2006. Post-acquisition renovations were carried out on each store to align with Spartan’s branding standards. During summer months, the Grand Haven and Holland locations operated on a 24-hour schedule.
Spartan maintained ownership of D&W’s Central Kitchen facility that supplies deli products for both D&W and Family Fare outlets. Conversely, Fresh Thyme Catering was sold to a local catering firm based in Grand Rapids.
In 2014, the chain extended its reach northward by rebranding Glen's Markets located in Petoskey, Michigan.
Marketing slogan
The current slogans include "From the Everyday to the Extraordinary" and "Great Meals Start Here."
Former slogans have featured "Eat your ♥ out," "A nicer place to be!," "The Heart of Values," "Great Food, Great Service, Great Place to Shop," and "It's a matter of taste."