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    Seibert's Rebrands Most Stores to 'berts Buck Stop

    A single Shell station in King George County, Va., will retain the old name.

    RICHMOND, Va. -- As of last week, Seibert's Convenience Stores officially have a new name. Five of the chain's six locations will now be known as 'berts Buck Stop, the company announced.

    "Witnessing the identity transformation that has led to our new 'berts Buck Stops has been remarkable," said Randy Seibert, president of the Seibert's Family of Cos. "We at Seibert's are excited to add 'berts to our family of companies and I think our customers will be, too."

    The company's overall rebranding began last year with the help of Richmond advertising and new media firm, Madison+Main. Up to this point, the stores have not had a distinguishing moniker, just the fuel brands.

    The c-stores will offer the same products and services as before the name change, including prepared foods in their Better Day Cafés. "What can you find at our new 'berts Buck Stops? The same quality products and friendly customer service that we've always had," said Seibert. "Our convenience stores have always had something great to offer, and now we have a fresh and recognizable brand to help tie it all together." p> Its King George County, Va., Shell station will retain its original name for now.

    The Seibert's Family of Cos. also operates a wholesale fuel distributor, an auto auction and a body shop. The company plans to launch a redesigned website in the near future.

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