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Kirby About fresh fare (and yes, I’m using lowercase because that seems to be how it’s officially spelled)



Kirby Photo: a fantastic Kirby Photograph Featuring About fresh fare (and yes, I’m using lowercase because that seems to be how it’s officially spelled)

Photograph Taken On Tuesday, December 18, 2018


WEEK 3 – Poplar/Kirby Kroger, Set I Stepping inside the store’s right-hand entrance, here’s a look at the cart storage area that extends off of the vestibule. Despite being the first area shoppers see when entering the store, instead of welcome signage here, we get a more exit-feeling “Thank you for shopping” message instead. But it’s a nice thing to see nonetheless. Before we get much further, after the previous description I feel like I owe y’all an explanation of just what exactly a fresh fare Kroger entails. It’s a little hard to explain, and honestly, I don’t know all of the details myself. But I can tell y’all what I’ve pieced together in my own head about it, and hopefully that will be enough to get the gist across. As you can see in this image, Kroger treated fresh fare as more than just a simple décor package – note that the sign indicates the store title during this era was not just Kroger, but instead “Fresh Fare by Kroger.” Out on the west coast, many (Kroger-owned) Ralphs stores continue to wear the fresh fare nameplate; it seems to be something that exudes a more upscale feeling than the traditional supermarket. From what I can gather, it seems that certain fancier-feeling amenities – such as gourmet cheeses, a full bistro, a sushi department, and expanded organic food selections, for example – were first being experimented with in grocery stores around this same time period, circa mid- to late-2000s. It is from this experimentation, at least in my interpretation of the matter, that the fresh fare concept arose. Over time, of course, these amenities have become all but commonplace – maybe not in every single Kroger location, but certainly in enough of them – such that they don’t feel totally special anymore, or at least not special enough to deserve an entirely separate identity and designation. But at the time, these elements were a big deal, and fresh fare seems to have been developed so as to explicitly highlight the changes. (cont. 1/3) (c) 2021 Retail Retell These places are public so these photos are too, but just as I tell where they came from, I'd appreciate if you'd say who :)View image on Flickr

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