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Wakefern Banner ShopRite Launches New “Fresh to Table” Format at Three Locations

Wakefern Banner ShopRite Launches New “Fresh to Table” Format at Three Locations

KEASBEY, NJ - As consumers around the country continue to explore their at-home kitchen skills, retailers everywhere are unveiling new formats to meet changing demands. ShopRite is one of the latest to introduce an innovative new concept with its “Fresh to Table,” store-within-a-store design. The Wakefern banner will be rolling out this exciting format at three locations in Greenwich and Burlington, New Jersey, as well as in Monroe, New York.

Joe Colalillo, Chairman and Chief Executive Officer, Wakefern Food Corp.“‘Fresh to Table’ offers a whole new way to access fresh foods and meals,” said Joe Colalillo, Chairman and CEO. “Whether shoppers are looking for fresh from the oven prepared meals and sides, or want pre-prepped ingredients to make every meal come together easily, this new concept promises to offer an exciting shopping experience that’s fun, fast, and delicious.”

The reimagined grocery concept was created as a way to reinvent the produce and fresh departments in traditional locations, according to a press release. The “Fresh to Table” format provides a one-stop-shop experience for a convenient in-and-out shopping trip for customers.

Within each “Fresh to Table” location, sections are set up to offer shoppers ready-to-cook items. These sections include the “Prep & Eat” area, ready-to-heat and serve items in “Heat & Eat," and ready-to-eat meals called the “Grab & Eat” area.

Steve Henig, Chief Customer Officer, Wakefern Food Corp“The ‘Fresh to Table’ space is a destination for shoppers looking for a quick snack, those planning to make a gourmet dinner, and everyone in between,” said Steve Henig, Chief Customer Officer. “The combination of wholesome, seasonal fresh foods, state-of-the-art technology, and convenience is designed to help our customers find the balanced meals they are looking for.”

“Fresh to Table” also incorporates quick, five-ingredient meals that are crafted by ShopRite chefs and dietitians in its creative “One Stop Dinner Shop” showcase. The new concept also touts a “Tasty & Trending” section that highlights on-trend and seasonal food items to inspire consumers to explore popular, healthy options across the aisles.

Wakefern Food Corp. and ShopRite executives gathered at a ribbon cutting on October 13 to celebrate the launch of the new “Fresh to Table” store-within-a store concept at the ShopRite of Greenwich

With digital integration a large part of the new format, “Fresh to Table” offers online ordering via the ShopRite app where customers can arrange to pick up groceries or have them delivered through DoorDash. Through the app, shoppers can also access “Fresh to Table” features and recipes as well as online messaging highlights that emphasize tips and ingredients for consumers to explore.

While the new “Fresh to Table” concept is only available at three locations as of now, it is expected that the format will be rolled out at all ShopRite locations in the coming months. What does this new format mean for fresh produce aisle innovations? Continue reading ANUK for answers.