With the ceremonial cutting of a register tape rather than a ribbon, regional independent No Frills Supermarkets this week unveiled its first “fresh” concept store in its hometown of Omaha, Neb. The format aims to provide fresh product and amenities while staying true to its reputation of offering low prices on products.

“We watch our pennies on everything we do in order to ensure this store’s development did not compete with our commitment to providing customers an affordable shopping experience every time,” noted Fred Witecy, No Frills CEO and president. “By tightly controlling costs and keeping our overhead low, we put everything we can into offering quality products and customer services.”

The redesigned 61,000-square-foot location features an expanded farmers’ market-style produce section, and an old-fashioned in-store butcher providing USDA choice custom cuts of beef and pork, as well as fresh seafood. Additionally, an in-store full-service bakery, deli, floral shop, and pharmacy are prominent sections of the store.

No Frills plans a second fresh store next year in West Omaha. The company currently operates 17 supermarkets in Nebraska and Iowa.