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VIRGINIA BEACH, Va. -- Farm Fresh here has a new look. The regional Supervalu-owned retailer is unveiling an updated logo and its newest store simultaneously, on Oct. 29 at a grand opening ceremony in Grafton, Va.
The 51,000-square-foot store in Grafton is a remodel of a former Winn-Dixie location that Farm Fresh acquired in February. It features Farm Fresh's signature services and products, including hundreds of varieties of fresh fruits and vegetables; specialty produce, spices, organic produce, pre-cut vegetables, and fruit and vegetable trays; a full-service fresh seafood department; a full-service deli; and USDA Choice Certified Angus Beef, USDA Choice Lamb products, and Fresh American USDA Choice Veal.
A new feature for this format is the Grafton store's significantly expanded Italian food section, according to Farm Fresh officials. Like many of Farm Fresh's newer stores, the Grafton unit also incorporates the Natural Connections & Bulk Natural Foods store-within-a-store; an expanded health and beauty care section, including cosmetics; and on the technology frontier, a biometric payment technology option, provided by Pay By Touch.
Farm Fresh's new logo, meanwhile, pays homage to the chain's homespun reputation and emphasis on fresh, featuring friendly green lettering and the image of a barn. The new look complements Farm Fresh's ongoing changes in store décor, Farm Fresh spokeswoman Hayley Perschau told Progressive Grocer. "Our logo was last updated eight years ago," she said. "We felt it was time for a change so the logo was more in sync with our current store look."
Farm Fresh operates 40 locations in Virginia and coastal North Carolina.