"It's a common industrywide practice to keep the brand name that locals are familiar with in their region. There is a sense of pride among shoppers when they shop at their local supermarket," Safeway spokesperson Wendy Gutshall told SFGATE.
The company confirmed that "the Vons geographical region starts in the Fresno area and extends throughout Southern California as well as parts of Nevada."
When I called the King City Safeway, the last Safeway before the chain becomes Vons, manager Kate Owens said she'd never heard of this alleged state boundary. Originally from Fresno, she chuckled and said she was familiar with the differences.
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