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VIRGINIA BEACH, Va. -- Farm Fresh, a Supervalu-owned regional supermarket chain here, is reportedly planning to invest more than $20 million to update its stores in the Norfolk, Va. market.
The Virginian-Pilot reported that Ron Dennis, Farm Fresh's president and c.o.o., made the plan public earlier this week in a speech to the Norfolk City Council.
Dennis said earlier this month that Farm Fresh was planning to build a new store in downtown Norfolk, to be called The Market at Harbor Heights. While the retailer has reportedly approved $5 million for that overhaul, additional details have not been released, and some reports have suggested that Farm Fresh is still in discussions with the building's developer.
Supervalu did not immediately respond to a request for more details about the Farm Fresh strategy.
According to local reports, Dennis said Farm Fresh is looking to spend $10 million to $12 million on a new store on Hampton Boulevard, across from Old Dominion University.
Meanwhile, Portsmouth officials were said to have approached Farm Fresh about bringing its "market" concept to that city's downtown.
Farm Fresh operates 37 grocery stores located in the Hampton Roads area of Virginia and Richmond, Va., according to Supervalu's Web site.