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Rebranding provides fresh choice

Observant residents and passersby in Featherston will have noticed the local supermarket is undergoing a transformation.

The SuperValue outlet is in the process of being remade into a FreshChoice as part of a wider nationwide initiative.

The Featherston location is the fourteenth store over the past 12 months to undergo such a conversion.

Although the supermarket is still operational during the change, there’ll be an official reopening next Tuesday [February 13].

According to FreshChoice chief executive Tim Cartwright, it’s “about upgrading the range in the supermarket as well as ensuring our fresh food is fully stocked”.

“This move is also about leveraging local suppliers and locally grown produce,” he said.

“All of the stores, whether they are still SuperValue or FreshChoice, are locally owned and operated, which is important.”

Featherston FreshChoice will be owned and operated by Dipenkumar and Mukeshdra Patel, who Cartwright described as “two individuals who truly understand the local community’s pulse”.

In addition to new logos, he said sustainability is also a focus.

“By adopting eco-friendly practices, including plastic waste reduction, energy efficiency improvements, and environmentally conscious packaging, it aims to minimise its environmental footprint,” he said.

The FreshChoice and SuperValue brands are part of the Woolworths group.

Freddie Wilkie
Freddie Wilkie
Freddie Wilkie is a journalist at the Wairarapa Times-Age; originally moving from Christchurch, he is interested in housing stories as well as covering emergencies and crime.

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