FRESH BRANDS CAUGHT BETWEEN WAL-MART AND ROUNDY'S

SHEBOYGAN, Wis. -- Fresh Brands here faces a very familiar dilemma -- how to compete against the supercenters operated by Wal-Mart Stores, Bentonville, Ark.As a retailer, Fresh Brands operates 21 corporately owned stores under the Piggly Wiggly and Dick's Supermarkets banners and one convenience store. It also is a wholesaler to small-town independents and a franchisor of 79 Piggly Wiggly stores located

SHEBOYGAN, Wis. -- Fresh Brands here faces a very familiar dilemma -- how to compete against the supercenters operated by Wal-Mart Stores, Bentonville, Ark.

As a retailer, Fresh Brands operates 21 corporately owned stores under the Piggly Wiggly and Dick's Supermarkets banners and one convenience store. It also is a wholesaler to small-town independents and a franchisor of 79 Piggly Wiggly stores located throughout Wisconsin, northern Illinois and Iowa.

Over the last year, Fre

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