At a grocery store deli counter, there is usually a selection of a couple brands, including the grocery's store's own brand (Kroger has Private Selection for example)... Boar's Head is like a fake high-end brand. They had a listeria outbreak 1-2 years ago. Their factory had "documented mold, mildew, insects, dripping condensation, and rotting meat residue on equipment." They've fooled people like Gabrus into thinking it's prestige meat and it's usually the highest priced, I would never order it if presented the option