Sobeys Launches FreshCo. Discount Stores

MISSISSAUGA, Ontario — Sobeys Inc. opened eight FreshCo. Discount stores here and in Brampton, Ontario, Wednesday.

The new format offers seasonal and local fruits and vegetables, AAA meats, locally produced products and customized assortments for individual stores.

Company officials said that FreshCo. is designed to ensure families who need to buy affordable groceries can also get the best selection of fresh fruits and vegetables so they eat more healthy foods.

"FreshCo. is simply discount done right," said Bill McEwan, president and chief executive officer of Sobeys Inc. "Featuring low, low prices without all the usual deep discount store trade-offs, FreshCo. offers customers a larger selection of quality products in a refreshingly different, modern and clean environment that is not typical of discount grocery stores."

Upon entering the store, customers will first encounter the "Fresh Hall" produce department. From there they move on to a large assortment of local baked goods, which are baked daily for FreshCo. from community bakeries. Customers are then introduced to a selection of Ontario cheeses and meats, before being led to a feature aisle with special savings opportunities on everyday items.

"FreshCo. devotes more space than traditional discounters to fresh product, including local produce, baked goods, cheeses and a two-tier selection of Ontario meats. We understand that today's discount shopper wants a great selection of fresh and we are pleased to work with growers and suppliers to bring quality products to market," Rob Adams, general manager of FreshCo., said in a release.

To cater to the demographics of each store, FreshCo. stores also offer an international assortment of specialty products tailored to reflect the community in which they operate. There is also a selection of special dietary and health-conscious items such as gluten-free and lactose-free products, which are not traditionally associated with discount food retailers, the company release said.

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