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The Fresh Market to open in One Loudoun

The Fresh Market, a specialty grocery store, will be moving into the One Loudoun in Ashburn development on Nov. 6.

It is the 11th Virginia location for the Greensboro, N.C.-based company.

Special events like chef demonstrations, samplings and gift card giveaways will be available at the November grand opening.

The company will also hand out a sample-sized bag of The Fresh Market coffee and a reusable shopping bag to the first 1,000 customers.

"We are always on the lookout for markets where shoppers appreciate high-quality food and outstanding customer service, and Ashburn is just such a place," said Drewry Sackett, public and community relations manager for The Fresh Market.

"We’ve enjoyed serving other communities in Virginia and look forward to providing residents in Ashburn with the same unique shopping experience."

The Ashburn location is 24,100 square feet, much smaller than the average Wegmans or Kroger locations, which on average can be three to six times larger.

According to the company's annual report, the smaller size is a part of The Fresh Market's Business Strategy.

"Within this relatively smaller size, we focus on higher-margin food categories and strive to deliver a more personal level of service and a more enjoyable shopping experience," the company said in its 2013 annual report to shareholders.

The size of the location also lends itself to what the company's website calls, "A European-style market."

The new grocery store will have a full-service bakery, meat and seafood departments, more than 200 types of cheese, more than 400 produce items and a large organic food section.

In 1982, The Fresh Market opened its first store in Greensboro, N.C., and has since expanded to more than 140 locations in 26 states.

The Fresh Market became a publicly traded company in 2010 and now trades at around $48 a share, more than double the $22 a share it was when the company initially went public.

There has been large growth in the company as the trend toward more organic and locally grown food has increased.

Higher income households buy more "healthy food" on average, according to a report put out by the Agricultural & Applied Economics Association, a professional institution which uses economical tools to analyze issues of agricultural and the rural economy.

Ashburn has a per capita income of more than $45,000, according to USA.com, a business intelligence website, $18,000 more than the U.S. average, which made it an ideal location for a specialty grocery store.


So close to Wegmans. Seems like a lot of grocery type stores in eastern Loudoun. How will they all survive?

I wish a Trader Joe’s would open around here. It sound like Fresh Market may have taken that niche.

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