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FreshChoice City Market a New Shopping Experience

FreshChoice City Market Star Article 1

LIVE MUSIC, an espresso bar, touch screen technology, compostable bags and an extensive range of food and beverages. If you thought this would be a regular supermarket – think again.

The Crossing’s FreshChoice City Market will open its doors on Tuesday after almost five years from the first conversation to bringing it into fruition.

Owners Neville and Heather Brown hope it will offer a different experience for the people of Christchurch, who will be the first in the country to trial some new initiatives.

“We have pushed the boundaries to a new level for a supermarket experience for our shoppers and to encourage them to support Christchurch and the central city rebuild,” Heather said.

As you come through the main entrance to City Market, customers are welcomed by Lil’ Ruby Espresso, which has already opened.

The grocery industry is a family business for the Browns, and Neville’s mother Ruby was no different. “It’s a salute to Lil’ Ruby,” The espresso bar provides a range of lunch time food and Allpress coffee made with a La Marzocco espresso machine – all prepared by qualified chefs and baristas.

Heather said it is the perfect place for someone to stop and enjoy a superb coffee at the relaxed communal table, or get yourself a caffeine fix on the run. Those in a hurry will be able to order and pay for their coffee on the self serve touchscreen or through the Lil’ Ruby app on their phone.

It was decided to have live music as part of the experience at City Market. They bought a piano which was saved from the Christchurch Catholic Cathedral Music Centre following the February 22, 2011, earthquake.

It now sits proudly in City Market. Heather has chosen almost every piece of music that will play through the supermarket on a high level sound system to enhance the ambiance for shoppers’ pleasure.

At different times of the week City Market will have professional piano and saxophone players to perform and entertain shoppers. “We will invite shoppers or visitors in the store to give usa tune on the piano when the musicians are not present.”

City Market’s philosophy is loyal to local. Where possible, they wantto showcase local growers and producers from right here in Canterbury.

“We are looking to profile local artisan companies and producers, as well as giving them a platform to showcase their goods.”

That’s part of their “food families” philosophy. Heather said they included local or New Zealand-owned companies that had a long history of success, produced top quality products and had excellent ethical practices.

Some of those brands, including Peter Timbs, Theo’s Fish, Vic’s Bakery and Divine Cakes, would all be sold at City Market.

Others were The Good Oil Co, Chocolate Traders, Wash Creek Organic Lamb and Beef, J. Friend and Co Honey, Craft Farmers Co Op Organic Eggs, Breads of Europe and Jaime les Macaron to name a few.

But in saying that, City Market will also feature international products that were rarely available elsewhere, or exclusive. It has an extensive range of local and international wines and beers, including its very own private labels and a new release of Our House red and white wines at an exceptionally good price.

The selection is suited to everyone’s budgets and palates. City Market also has the full range of supermarket items at very low prices to cater for customers’ full shopping baskets.

Even though the store looks impressive, our prices are competitive.

Read the full article by STAR Media here.

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