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    Atlanta Said Next Stop for Kroger's Fresh Fare

    The 55,520-square-foot Fresh Fare by Kroger format will reportedly open sometime in October, replacing one of the chain's current conventional stores in Atlanta.

    Cincinnati-based Kroger Co. is reportedly planning to bring Fresh Fare by Kroger, its new concept that blends traditional groceries with more organic and natural foods and gourmet prepared items, to one of its current locations in metropolitan Atlanta, at Peachtree and Piedmont roads in the Buckhead area.

    The store would mark Kroger's first Fresh Fare concept in Atlanta and one of only several it has in the country.

    The corporate word on the report was noncommittal. Kroger spokeswoman Meghan Glynn told Progressive Grocer yesterday, "We are aware that there is some speculation out there [but] we can't confirm whether that is going to happen in Atlanta."

    A report in the Atlanta Business Journal, however, quoted a local Kroger press official saying the traditional store would close May 30, and would reopen as a 55,520-square-foot Fresh Fare by Kroger sometime in October.

    The first store sporting the Fresh Fare concept appeared under Kroger's Ralphs banner in Los Angeles. Kroger next opened Fresh Fare stores in Michigan and Ohio.

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