(Cape Town) July 6, 2009 – Believing that eating on-the-go doesn’t have to be unhealthy, Fruit & Veg City is launching a network of convenience stores with up to 30 percent of floor space devoted to fresh produce. Based on an alliance with Chevron South Africa, the food retailer will rollout FRESHSTOP stores at Caltex service stations across South Africa, beginning in September in the Western Cape.
“As more of us lead fast-paced lifestyles it’s imperative that healthy options are available when eating on-the-go,” says Jane Badham, CEO of the 5-a-Day for Better Health Trust, a national programme to improve the health of South Africans through the consumption of at least five servings of vegetables and fruit each day. “Consuming at least five servings of a variety of vegetables and fruit is important in improving our health – from obesity to heart disease – so this initiative from Caltex and Fruit & Veg City is an important one in providing a fresh take on the notion of fast food.”
Convenient, fresh and healthy food options
Open 24/7, FRESHSTOP stores will offer consumers and commuters seasonal, locally grown fresh fruits and vegetables, as well a variety of pre-made salads, smoothies and dairy products. These next-generation stop-shop-and-go stores also feature freshly-baked breads and pastries, a Deli & Meat section and an all-day coffee counter.
“Convenience stores of the future must obviously provide an easy way to grab a quick bite, but also offer healthy food options as an essential part of the experience,” adds Fruit & Veg City CEO Brian Coppin. “We believe FRESHSTOP is the most competitive one-stop retail format in South Africa as it allows consumers the chance to fill-up on fuel, as well as a wide selection of fresh local produce."
Based on a study by the SA Medical Research Council, each year 21 000 South African deaths are attributed to low vegetable and fruit consumption. The ideal intake for both children and adults is at least five servings of a wide variety of vegetables and fruit a day, according to the World Health Organisation.