The grocery store landscape on the Peninsula is in transformation mode now that Farm Fresh has sold or closed stores and as new grocers enter the market.
“Tidewater is one of the most competitive markets in the U.S.,” said Jeff Metzger, publisher of Food World. “You’ve got too many stores from the retailer’s perspective. As a consumer, all those options are great.”
Kroger and Harris Teeter are poised to increase their market share in the region as they reopen in former Farm Fresh stores, Metzger said. Kroger acquired four Farm Fresh stores in York County, Hayes, on Coliseum Drive in Hampton and in Smithfield and Harris Teeter bought the stores on Fox Hill Road in Hampton and on John Tyler Highway near Williamsburg.
Kroger plans to begin opening the stores in mid-July and all the acquired locations should be open for business by the end of 2018, said Allison McGee, corporate affairs manager for Kroger Mid-Atlantic. A sign at the Coliseum Kroger in Hampton showed a grand opening planned for 9 a.m. July 18. Kroger bought eight Farm Fresh stores in Hampton Roads.
Kroger held a hiring event to fill more than 50 positions for the store at 2190 Coliseum Drive in June. McGee said there is still a store planned for the nearby Riverdale Plaza shopping center redevelopment with an opening slated for the end of 2019.
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