Farm Fresh Opens Remodel of Former Winn-Dixie Unit

VIRGINIA BEACH, Va. -- Farm Fresh Supermarkets, a Supervalu retailer based here, is gearing up for the grand opening of its newest store -- a remodel of a former Winn-Dixie unit in Williamsburg, Va., which it acquired in February.

After a major makeover that incorporates many of Farm Fresh's trademark services and departments, the 51,000-square-foot store will open on Aug. 13.

Among the store's new features is a biometric payment technology option from BioPay, which allows customers to pay for their groceries with a finger scan that is linked to their financial accounts. Farm Fresh launched this technology in four of its Chesapeake locations in July.

Other store amenities include:

-- The chain's extensive selection of fresh produce;

-- Full-service fresh seafood department featuring fresh fish, crab, lobster, shrimp, seafood salads and entrees, with products being seasoned and steamed free;

-- Full-service deli featuring Boar's Head products, top-quality meats and cheeses, salads, and vacuum packaged convenience deli products;

-- USDA Choice Certified Angus Beef, USDA Choice Lamb products and Fresh American USDA Choice Veal; Smithfield premium pork products; and Gold Kist and Perdue USDA grade "A" poultry;

-- Significantly expanded Italian food section;

-- Cheese island with an extensive selection of domestic and international cheeses;

-- Salad bar featuring more than 60 items and hot soup, plus a potato bar;

-- Full-service bakery with custom-decorated cakes, pies, pastries, rolls, cookies and Artesian crusty breads;

-- Natural Connections natural and organics store-within-a-store section;

-- Expanded Health and Beauty Care, including cosmetics;

-- Starbucks Coffee Shop; and

-- Internet ordering.

The store will employ 150 associates from the community. These associates will participate in extensive skill level and customer service training programs, Farm Fresh said.

Farm Fresh currently operates 39 grocery stores in Virginia and coastal North Carolina.
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