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Abstract
"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."
"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."
"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."