QFC Lunch Fare

The dairy department transitions to lunch meats as you get to the far end of the actionway, but the sign doesn't say that -- instead, it just says "QFC Fresh Fare" in full-size lettering, for some reason. I know Fresh Fare is a decor package that really wants you to know its name, but I don't think I've ever seen a full department sign that just refers to Fresh Fare like this! The built-in ice case at the far end of the actionway is rather odd too.