EDGE The Brand: Food City name becomes synonymous with NASCAR racing

EDGE The Brand: Food City name becomes synonymous with NASCAR racing

October 1st, 2017 by Tim Omarzu in EDGE

* Owner: Food City's parent company is K-VA-T Food Stores, Inc.

* Founded: Food City dates to 1918 when a store was opened in Greeneville, Tenn. But K-VA-T Food Stores' official beginning took place in 1955 when founder Jack C. Smith —with his father, Curtis, and uncle, Earl — opened the first store in Grundy, Virginia. Since that time, Food City has grown through the acquisition of several Piggly Wiggly operations in Southwest Virginia and Eastern Kentucky, along with Quality Foods/Food City, White Stores, Winn Dixie and BI-LO units in East Tennessee.

* Distinctions: Food City was a presenting sponsor for the Battle at Bristol football game in 2016 between the Tennessee Volunteers and the Virginia Tech Hokies that set a new record for the largest attendance at a college football game, officially at 156,990 spectators.

* Company President and CEO: Steven C. Smith

* By the numbers: K-VA-T operates 132 retail food outlets (120 Food City stores, including 100 pharmacies and 98 fuel/convenience stores, 10 Super Dollar stores and two wine and spirits stores) in Georgia, Kentucky, Tennessee and Virginia.

* Brand awareness: The Food City name has become synonymous with NASCAR racing with the sponsorship of two of the sport's most popular races: the Food City 500 and Food City 300 at Bristol Motor Speedway. Food City is the second-longest running sponsor in NASCAR, and has contributed more than half a million dollars to local organizations through annual Food City Family Race Night events.

* Slogan: Value. Everyday.

* Website: foodcity.com