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Fareway Launches New Venture, Recruits ISU Students for Logo

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Midwest Quality Wholesale

AMES, Iowa – Fareway Stores Inc. is expanding its reach from retail to wholesale, and it’s asked design students at Iowa State University for help.

The Iowa-based grocery company, headquartered in Boone, has over 100 stores in five states, and will soon launch a new venture called Midwest Quality Wholesale Inc. Fareway representatives say the wholesale store will supplement current Fareway stores, prepare for company growth, and reach a new customer in other businesses needing safe, non-toxic cleaning products.

Fareway Stores connected with Professor Bernard Canniffe, chair of the graphic design department at ISU, for development of a logo and website for the new company. Students designed the lettering of the store to reflect rows in tilled fields, aiming to incorporate “Midwestern values” the class felt Fareway Stores embodied. The website launched on January 1.


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