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Dorothy Lane Market (DLM), a Dayton, Ohio-based gourmet grocery chain with three locations, is known for the strength of its brand, reported MyDaytonDailyNews.com in an article wishing the retailer a happy birthday. Founded in 1948, DLM turned 69 on Aug. 12.
The chain carries a significant assortment of store brand items from DLM ketchup to Vera Jane’s extra-virgin olive oil (named for Vera Jane Mayne, an early president of the company and the co-founder’s wife who retired at age 100 and lived until age 105). But just as important, DLM has made its brand fun and iconic in the Dayton area.
“Shoppers have started a tradition of packing their brown DLM bag when they go on vacation,” the article noted. “Those who take a picture holding a bag at a recognizable place or landmark will receive a gift card.”
Arguably, the “most notable” of these snapshots was one taken of Air Force Col. Gregory Johnson, an astronaut from Fairborn, Ohio, photographed with a DLM shopping bag on his head while piloting Space Shuttle Endeavor in 2008.