Friday, March 21, 2008

Kroger Takes A "Fresh" Approach To Organics

The Kroger Co. has announced it plans to close their current store at the corner of Peachtree and Piedmont Rd. as of May 30 and reopen as their new "Fresh Fare" concept late this Fall. The current site known to many Atlantans as the "disco Kroger" as it was once adjacent to a disco within the shopping center, should provide a perfect location for Kroger to test the concept in Atlanta. Realizing that a simple "Natural Foods" section within the store was just not cutting it, the new Fresh Fare by Kroger will most likely have expanded meat, seafood and produce offerings as well as more organic and natural foods. A larger wine selection is also probable given the extensive selections at the original Fresh Fare stores on the west coast. With Publix scouting an Atlanta area site for their organic Greenwise Market (most likely in Buckhead) as well as the current Whole Foods on West Paces, not to mention the two Fresh Markets close by and the soon to open Trader Joe's, Buckhead residents will have a number of healthy choices for their organic grocery needs.

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