Attending the ribbon cutting during No Frills Fresh's grand opening were (from left) Steve Moskovits, CFO; Robert Pease, the first customer out of 600; Fred Witecy, president and CEO; Bill Brewer, IT Director; and Kevin Hennessy, vice president of perishables.

OMAHA, Neb. — No Frills Supermarkets just introduced its first No Frills Fresh store here this week, which will offer fresh products at low prices.

“We watch our pennies on everything we do in order to ensure this store’s development did not compete with our commitment to providing customers an affordable shopping experience every time,” said Fred Witecy, chief executive officer and president of No Frills, in a release. “By tightly controlling costs and keeping our overhead low, we put everything we can into offering quality products and customer services.”

The new store gave its first 250 customers a free bag of food at the grand-opening celebration.

The redesigned 61,000-square-foot store includes an expanded farmers’ market-style produce section, and an old-fashioned in-store butcher providing USDA-choice custom cuts of beef and pork, along with fresh seafood. The new store also has an in-store full-service bakery, deli, floral shop and pharmacy.

No Frills Fresh is the 17th store for the chain. A second No Frills Fresh is expected to open in spring 2010 and will be the company's first newly constructed store in about two decades, a published report said.

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