Mr. Smart and Mr. Final: Surprising stories of familiar chains

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When independent radio producer Gideon Brower noticed that Ralphs, the ubiquitous grocery store chain, didn’t have an apostrophe in its name, he became curious about the names of other supermarkets. Was there really a trader named Joe? What makes shopping smart or final? Good Food revisits his conversation with Evan Kleiman on his market name discoveries.



Evan Kleiman