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“It’s been a fun, exciting journey for us,” Suzi Robinson, bfresh’s head of marketing (or “marketing magus” depending on who you ask), told media during a tour of the market.
The market is in the same building as similarly named Plan B Burger Bar and down the street from b.Good, a Fairfield eatery.
Robinson said bfresh specializes in natural, organic and freshly made items — from pizza to pasta to peppers.
“We are all about seriously fresh food,” she said, standing in front of aisles stocked high with colorful produce.
The 8,600-square-foot store — noticeably smaller than a supermarkets such as Stop & Shop that can be as large as 70,000 square feet — contains a variety of products.
“We packed a lot into a little,” Robinson said.
Mainstream brands such as Ocean Spray and Hood are alongside organic specialty brands such as Organic Valley and Puffins.
The store wants to be a one-stop shopping destinations for consumers who often go to two or three stores.
It’s a place where you can “get your paper towels and your organic lemons at the same time,” said Team Coach Dan Gormley, who lives in nearby Easton.
bfresh is noticeably more informal than other stores. A sign posted below the price tag for bananas says, “kick ass price.”
A sign behind the fish counter said, “what does the cod say?” ostensibly a reference to the YouTube comedy music video hit, “what does the fox say?”
Even the staff members, who sport bfresh T-shirts, are more light-hearted.
“This fish is so fresh it’s going to jump out,” a man behind the seafood counter warned. “Watch out!”
The second of two bfresh stores, the company’s first location opened in September in the Allston neighborhood of Boston.
Practically all of the store’s shelves were stocked for customers Wednesday morning in anticipation of the store’s soft opening later in the day.
But in the interest of freshness, shoppers must wait for at least one item. The store’s aged beef will not be available for the few days.
Now open at 1262 Post Road in Fairfield, the store’s hours will be 7 a.m. to 9 p.m. Sundays through Thursdays and 7 a.m. to 10 p.m. Fridays and Saturdays.
bfresh will celebrate its official grand opening Friday, Nov. 6, according to the company.
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