Not a holder but have been tracking listed food retailers. I...

Not a holder but have been tracking listed food retailers. I stand to be corrected, but I don't understand announcements like 'EG & OLI Reach 50 Store Milestone' (12 August 2020) being huge achievements, aren't they just stocking some of their pricey products in the fridges? Are they co-branding the sites to increase the profile of OLI?

For comparison something like the BP partnership with DJ's, there is co-branding and could be a destination as people specifically seek out DJ branded BPs to get their pricey products. https://insideretail.com.au/news/david-jones-bp-to-open-21-new-convenience-food-sites-by-end-of-2020-202007

Again I haven't been to one of these EG sites that have formed part of this 'milestone' so happy to be told otherwise but not really a huge achievement if their products are being subtly stocked in the corner of a servo with no co-branding or visual advertising a passer by would notice.