The parent company of a major Lubbock-area supermarket has changed its name.

United Supermarkets, LLC has announced a name change for the parent company as the result of a strategic branding initiative for the organization.

The company will now be known as The United Family.

As part of the branding initiative, The United Family has formed an internal brand stewardship committee to help define, articulate, and document the organization’s brand portfolio, which consists of United Supermarkets, Market Street, Amigos, and United Express, along with subsidiary operations R.C. Taylor Distributing and Llano Logistics.

“The clearer we are about who we are and what we offer, the better we can stand apart from other grocery retailers,” said Monica Schierbaum, The United Family senior marketing director. “The brand work and the resulting changes are currently being rolled out in all our markets throughout Texas.”

United Family of Stores CEO Robert Taylor weighed in, saying “Our brands will always stand for ultimate service. However, ultimate service can mean different things to different people. It could look a little different at United, Market Street, Amigos, and United Express, but that doesn’t mean we will ever abandon our ultimate service commitment.”

More on the organization’s stores are available at www.unitedtexas.com.