‘The Fresh Market’ to Serve as Flagship Grocer for West Falls Development

Specialty fresh food retailer, The Fresh Market, Inc. of Greensboro, N.C. – known for its European boutique market feel, upscale international fare, curated goods, and competitively priced meal packages – announced July 15 the launch of two new locations in northern Virginia in addition to their current stores in Vienna, Alexandria, and Springfield. Reston Station will see one, and the other will be in the West Falls Development in the City of Falls Church.
According to developer Hoffman & Associates, the West Falls location is slated to open by mid-2026 at the corner of Haycock Rd. and Broad Street, and will include 29,000 sq.-ft. of retail grocery space to serve the “lifestyle community” of the City’s largest-ever development project.
The Fresh Market will be joining the “dynamic mix of retail offerings,” at West Falls, “including Honoo Ramen and Bar, Ice Cream Jubilee, Mason’s Famous Lobster Rolls, BurgerFi, SEOULSPICE, Perspire Sauna Studios, Casabella Salon and the early education and preschool program Tierra Encantada,” Hoffman & Associates said yesterday. “At full buildout, delivering later this year, West Falls will include 1.2 million square-feet of development across nearly 10 acres.”

“Our mission is to make everyday eating extraordinary for our guests,” The Fresh Market proclaims. “That’s why we search the globe for ingredients that celebrate diversity and deliciousness and continually innovate with new ideas, techniques and technologies.”
“We’re very excited about expanding our presence in the Washington, D.C. market and opening new stores in these beautiful, upscale mixed-used developments of Reston Station and West Falls,” said Jason Potter, CEO of The Fresh Market. “We’re confident that both locations will appeal to current and new guests of The Fresh Market. We pride ourselves in becoming part of the community and believe that people will embrace all that Reston Station and West Falls offer – residential and professional, restaurants, shopping, and entertainment.”

“Our team at Hoffman & Associates is proud to welcome a new community anchor to the West Falls neighborhood, The Fresh Market. The addition of this exceptional, fresh-focused grocer will complement the rest of the neighborhood, which boasts a wide collection of dining, educational, and wellness offerings, as well as cultural spaces, contemporary residences, senior living, a medical office, a hotel, and a central outdoor gathering space. The Fresh Market’s commitment to fostering local connections and bringing people together aligns perfectly with our vision for West Falls, and we look forward to welcoming them to the neighborhood,” said Jon McAvoy, Chief Investment Officer at Hoffman & Associates.

According to Hoffman & Associates, “The Fresh Market’s expansion into these high-traffic, transit-oriented developments highlights its commitment to growth and community integration, providing convenient access for Metro commuters and residents alike.”
Origin Story
"After returning from a trip to Europe, Ray Berry and his wife Beverly were inspired to bring the charm and essence of an open, European-style food market to America. They wanted to offer a more intimate and personalized shopping experience than the warehouse-type supermarkets popular at the time," the company's website recounts.
"Leaving his job at The Southland Co. overseeing 3,600 7-Eleven stores, Berry poured [the couple's] life savings into their dream: creating a warm and inviting shopping experience filled with the freshest produce, meats hand-trimmed by butchers in-store, fresh-cut flowers, and the finest foods and ingredients from around the world."
"While searching for the ideal place to make their dream a reality, the Berry’s fell in love with the quaint community of Greensboro, North Carolina. On March 5, 1982, the first The Fresh Market store opened in Greensboro on Lawndale Drive, where a store still stands today. Everything about this small, boutique specialty grocery store was designed to enhance the food shopping experience."
"The initial 14,000-square-foot store differentiated itself from conventional supermarkets with a farmers' market atmosphere, complete with locally-grown produce, bins of freshly roasted coffee, an old-world style butcher shop and fish market, in-store bakery, fresh cheeses and cured meats, and floral stands."
"The original store became the blueprint for other locations to follow. Today, with 161 locations in 22 states, The Fresh Market is still committed to our original values of providing guests with inspiring, fresh food to make everyday eating extraordinary."

Per The Fresh Market, Inc., the grocer was voted “Best Grocery Store in America” by USA Today’s 10 Best Readers’ Choice Awards in 2023, 2022 and 2021, “America’s Best Customer Service 2021” by Newsweek and Statista, and a Top 5 Most Trusted Grocery Retail Brand for specialty and natural/organic foods in the 2022 BrandSpark Most Trusted Awards.
“The Fresh Market helps guests discover the best with time-saving meal solutions, unique ingredients, and delicious food for any occasion,” the company said. “From fresh produce and exceptional meat and seafood to signature baked goods and thousands of organic options, the specialty grocer has something to please every palate."
Much to Look Forward To
A glance at The Fresh Market’s website and a little research on the company reveal plenty to be excited about with the arrival of The Fresh Market in the City, but a puzzling note about how employees of the grocery store view the company.
On the exciting side, The Fresh Market will be offering a very affordable breakfast menu (from 6-10:30 a.m.) with both classic and healthy options. Only $5.99 for a sausage, egg and cheese croissant, $2.50 for a chocolate or almond croissant, or $4.99 for a Greek yogurt honey granola berry parfait.
And many of the store's Market Meal Kits provide "savory, all-in-one meal solutions for two, ready in 20 minutes or less," at affordable prices. “Let’s talk about their weekly meal kits which feed a family of four and often includes things like appetizers, sides, carbs, proteins and dessert all for the low, low price of $20!,” a 5-star Yelp review by Kimi S. proclaimed. “They feature everything from lasagna dinners, sheet pan chicken, stir fry, tacos, burgers and more. It's a fantastic deal and makes those busy weeknights come together so much easier.”
A 2023 Mashed.com article by Naveena Vijayan on The Fresh Market, also raves about the store’s careful curation and varied, fresh selections. “The North Carolina-based specialty grocer aims to provide its customers a 'treasure hunt' experience, exposing them to products sourced both locally and from around the world,” she wrote. “The stores are filled with curious produce like jackfruit and purple cauliflower and feature olive oil and balsamic vinegar stations where you can refill your bottles…. Customers pick out any number of items from the ready-made meals section, bakery, butcher counter, or the large fresh produce section, which contains fruits and veggies from local vendors.”
At The Fresh Market, "there's a specialty food curator for each department… [who] source[s] products months before they hit the store shelves. Analyzing the trends and then acting on them has proved to work for the company. Plant-based foods such as cauliflower pizza and beverages such as kombucha, which were added based on the trend forecast in 2019, performed well in stores, according to the report in Supermarket News,” Vijayan reported.
“Almost every department of The Fresh Market features a generous offering of imported food products. We're talking jumbo blueberries from Peru, watermelon-basil and elderflower-flavored sparkling waters from Australia, switchel from the United Kingdom, holiday cookies from Germany, and winter glögg from Sweden.”
Charitable Giving and Humane Practices
For charitable purposes, The Fresh Market has partnered with Feeding America®, the "largest hunger-relief organization in the United States, with a network of 200 foodbanks that feed 40 million people at risk of hunger, including 12 million children and 7 million seniors," the company claims on its website.
The Fresh Market also appears to maintain high standards for “Animal Welfare.” Only American Humane Certified suppliers source the store’s poultry and pork. For example, chickens are guaranteed:
• More space to roam;
• NO cages or crates for confinement;
• Raised without antibiotics and no added hormones;
• Fed a vegetarian diet and no animal by-products.
The store also boasts about enhancing its plant-based product lines, offering cage-free eggs, 100 percent grass-fed beef, and ensuring "sustainable practices" for its seafoods.
Employee Dissatisfaction
On the downside, however, The Fresh Market is not known for high marks in employee satisfaction.
“We create a warm, welcoming, memorable experience for our guests with exceptional, personal service,” the company claims on its “hospitality” website section. But, according to the Mashed.com article referenced above, “The Fresh Market was rated one of America’s most hated companies.”
"[The Fresh Market] is rated as the worst place to work among major employers, according to [1,600] Glassdoor reviews," 24/7 Wall St. reported. In addition to the company's 2.2 star rating, only about 25 percent of employees said they would recommend the company to their friends and only 21 percent "had a positive outlook for the business," Mashed.com reported.
“Based on over 7,000 interviews conducted between May 2019 and May 2020, YouGov published a report that cited The Fresh Market pretty low on the list — 13th — of popular grocery stores, far below its competitors Whole Foods and Trader Joe's. According to the data, only 34 percent of those interviewed had a positive opinion of the store, compared to 54 percent for Whole Foods and 61 percent for Trader Joe's.”
Let's hope the company hit a rough patch in the early months of the pandemic and have since corrected course.
By Christopher Jones
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