SpartanNash has a new way to get the word out about its private brands: a scholarship program.

The company announced Wednesday the launch of its Our Family 2023 Scholarship Program, which incorporates the name of its Our Family flagship private brand. The scholarship will award $2,000 each to 25 student recipients who “are making a positive difference in their communities,” per the announcement. 

The company said that “fans of the brand” who live in any of the states served by SpartanNash are eligible to apply.

The company is accepting applications from May 1 to Aug. 31, and prospective recipients will need to showcase in their short essays their community engagement “through extracurricular activities, charity work or other good deeds,” per the announcement. 

The scholarships may be used toward undergraduate, graduate or vocational education, including trade schools or secondary education programs.
 

SpartanNash noted that its Our Family brand was developed in 1904 and includes more than 2,000 items.

SpartanNash has previously linked its Our Family brand to community support. For example, the Our Family Cares program works with local organizations and partners across the U.S. to help make a positive impact locally. 

The announcement comes as grocers seek new ways to promote their private labels and strengthen consumer awareness around their store brands.