LOS ANGELES -- Certified Grocers of California here has functioned as a self-described "behind-the-scenes" company throughout its 75-year history.
1974 message to Certified's members by the cooperative's president at the time, Randolph Price.
"We are now doing what the chains are doing, and this is our philosophy in all of our actions -- what the chains do, we must do," Price said.
"What they are good at, we must be better at. When marketing imbalance is a 'way of li