Many shoppers are curious to see what’s new inside this 47,000 square feet discount supermarket. As it turns out there are thousands of new products available at a price that won’t raise your eyebrows or blood pressure. Store owner Ed Cerro a grizzled Italian with 45 years in the grocery business knows the business well, but his success really is knowing his customer.
“This is a fast growing area and 70 per cent of our customers are South Asian. We believe it is very, very important to cater to the ethnic communities,” he said in an interview with Can-India.
Ed Cerro and his team have pulled out all stops to ensure customers have a great shopping experience. They’ve done everything possible to make this Chalo! FreshCo appealing to the discerning South Asian customer short of dressing up like Indian vegetable vendors!
The fresh produce section has a large selection of veggies popular among South Asians like karela, bhindi and amla to name a few. There are halal and non-halal meat counters and frozen King fish among a slew of other fish. “Overall we have tripled in size our offerings of South Asian items in the store,” says Mr Cerro.
Rupinder a customer who is doing her weekly shopping can attest to the large selection of brands now available at this location of Chalo! FreshCo.
“I used to shop at Sabzi Mandi (located nearby) and Food Basics (across from Chalo! FreshCo) and I have to say that I can find almost everything I need in terms of Indian grocery here and I shop for a few brands at Food Basics that my kids really like. But from now on, I will be coming here,” she said.
Ajay another shopper is armed with fliers from the competition which he studies while pushing his shopping cart. He finds that the prices here are mostly lower than the competition and so he hasn’t found items to price-match. “But that may be because these are introductory rates. Overall the price point at Chalo! FreshCo is very good,” he adds. Ajay and his wife have previously shopped at the other FreshCo location on Bramalea Road and so know what to expect.
Store owner Ed Cerro is pleased to have on board great South Asian grocery vendors and having a large variety of quality products is key. “We’ve expanded not just the number of products available but have also hired many South Asian associates. Of the 50 recent hires, 40 are South Asian,” he said.
It is after all important to have your staff reflect somewhat the demographic it serves.
Chalo! FreshCo provides customers with one-stop shop for all their South Asian grocery needs, as well as a range of popular North American brands at low discount prices. “We identified the unique opportunity to meet the needs of one of Canada’s fastest growing and largest ethnic populations,” said Rob Adams, General Manager, Discount Format. “With Chalo! FreshCo we have effectively positioned ourselves in the market as a dedicated South Asian focused food retailer that will offer variety and value to our customers.”
Most customers who’ve shopped here will come to the same conclusion. – CINEWS