1st Ground-up FreshCo Store Set to Debut

Sobeys’ groundbreaking FreshCo fresh discount concept has literally broken ground at Parliament and Dundas streets: The store, which will open Oct. 15, is the first new construction under the banner, which bowed earlier this year with eight locations across the greater Toronto area. The ground-up store measures about 26,000 square feet and employs 100 full- and part-time associates from the surrounding Regent Park community, according to Stellarton, Nova Scotia-based Sobeys, Canada's No. 2 grocer.

Attending the opening ceremony and activities will be David Jeffs and Rob Adams, president operations and general manager, discount, respectively, at Sobeys Ontario, in addition to various community leaders.

Approximately 30 percent of the store will offer perimeter products, among them local produce, meats, bakery, deli and dairy items. As well as fresh fare, the location features fresh design elements as well. Built to LEED (Leadership in Energy and Environmental Design) gold certification standards established by the Canada Green Building Council, the store incorporates such cutting-edge green features as electronic faucets to conserve water; energy-efficient lighting for in-store lighting, refrigerated/freezer cases and signage; and recycling and composting processes to deal with in-store waste. Additionally, North America’s first living wall in a supermarket will go up early next year. Made of lush plants, the wall will help filter the air and remove pollutants.

FreshCo carries an expanded selection of meats and produce, fresh baked goods delivered daily and value-priced modern brands in a sleek, modern setting.