new dealNew Deal Supermarket is an American-based grocery stores’ brand that primarily operates in California, and Mississippi. The “New Deal’s” property rights are under the ownership or are being bought by Johnson Grocery. One store operating under the banner of New Deal located in Jackson, Mississippi, was owned by Kenneth Leaks, a former Jitney Jungle key person.


New Deal Supermarket was started in 1933 by Walter Heckendorf Sr. in Modesto, California. The brand name “New Deal” was coined from the New Deal Movement started by President Franklin Roosevelt with the aim of relieving the nation from effects of the Great Depression. New Deal Supermarket has lived up to the definition of economic stimulation by assisting customers to save by emphasizing the notion of buying more goods for less money. By 1980, the company had grown and expanded to 15 locations. The stores in Merced and Modesto were closed by 1994. Other stores were later closed and by 1997, there were only six outlets. Following the closures, New Deal Supermarket changed its grocery supplier to Fleming. In 2005, the Oakdale store was closed, which led to the purchase of the New Deal Market brand and the rest of the assets by Taylor-Johnson Foods.


Headquarters: 2460 Terry Road, Jackson, Mississippi

No. of Stores: 15 supermarket stores

Geography: Mississippi

Demography: Value shoppers, organic shoppers


Johnson Grocery Company bought the brand rights.

AWG, a grocery wholesaler became a suppler from 2005 to 2009


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