Sobeys Inc. Chooses Brampton to Launch FreshCo. Discount Stores

Sobeys Inc. has opened four FreshCo discount stores in Brampton and an additional four in Mississauga. The Company has significantly retooled, refreshed and redefined discount food retailing.

FreshCo delivers: 
- Unconventionally fresher, cheaper
- Low prices, less compromise
- Clean, convenient and contemporary shopping environment
- Tailored product assortments for each store

“FreshCo is simply discount done right,” said Bill McEwan, President and CEO 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.”

Regional Councillor John Sanderson and City Councillor John Hutton attended the May 12 Official Launch which took place in the FreshCo store located at 380 Bovaird Drive East.  Store Operator Tery Field was also on-hand to welcome customers to the refreshed store.

Other FreshCo stores in Brampton are located at 630 Peter Robertson Blvd, 398 Queen Street West and 12 Team Canada Drive.

“Customers have consistently told us that they are tired of having to make the compromises normally associated with shopping at ordinary discount stores. FreshCo is about not having to make those compromises,” said Rob Adams, General Manager, FreshCo. “We insist on the right product at a low price, meaning we won‟t trade off quality for price and our prices are as low or lower than our grocery competitors. Our FreshCo promise of 'Fresher. Cheaper.' really says it all.”

When entering a FreshCo store, customers immediately experience a vastly different and improved discount food store. Customers will first enter the “Fresh Hall” where they are surrounded by an abundance of fresh produce. From there they move onto a large assortment of local baked goods, which are baked daily for FreshCo from community bakeries. Customers are then introduced to an impressive 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 rowers and suppliers to bring quality products to market,” said Adams.

Understanding that each community is unique, FreshCo stores offer an international assortment of specialty products tailored to reflect the community in which they operate. As well, there is a selection of special dietary and health conscious items such as gluten and lactose-free products, which are not traditionally associated with discount food retailers.

“The launch of FreshCo underscores Sobeys‟ strategy of being focused on food, driven by fresh, and having the right format, with the right offering, in the right markets,” said McEwan. “While FreshCo is only eight stores in two markets today, we plan to rapidly expand the FreshCo brand and banner through store conversions and new locations in the coming months and years.”

More information on FreshCo and the new store locations is available at www.freshco.com.