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Kroger unveils Main & Vine

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SEATTLE — “Where fresh food comes first and flavor brings people together” — that’s how Kroger Co. is billing its latest concept store, which opened earlier this month in the Seattle area in the remodeled Quality Food Center in Gig Harbor.

Main & Vine — the new store that now occupies the remodeled former location of Quality Food Center in Gig Harbor — focuses on fresh produce, food preparation advice and high-end fresh prepared food items. A Facebook page for the new banner, online since December 15, invites shoppers to “discover local artisans, fresh food and delectable culinary experiences with us.”

While Kroger officials are saying little about the coming launch, Main & Vine’s website — dominated by brightly colored beauty shots of fresh food — promises a market “where eating is healthy, affordable and fun.”

The new store offers fresh, affordable local produce and meat; a wide selection of local beer and wine; and “unique culinary experiences and taste adventures, with tasty meals made fresh in our kitchen.”

Cincinnati-based Kroger already operates supermarkets in the Seattle area under the Quality Food Center and Fred Meyer banners.

The Main & Vine concept looks like it could share best practices with the Chicago-area Mariano’s Fresh Market chain, which Kroger now owns as part of its recent merger with Milwaukee-based Roundy’s. The popular Mariano’s has gained a devoted following since its launch five years ago, with its offerings of fresh produce, gourmet-quality prepared food and culinary-centric presentation.


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