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BGC brings FRESH Concept to Tyler

BGC and local officials celebrated the beginning of FRESH by Brookshire’s, a new food concept store, with a groundbreaking ceremony on February 16 at the store site located at 6991 Old Jacksonville Highway in south Tyler.

With an emphasis on freshly-prepared food in a more customer-friendly environment, the store will employ a culinary team of more than 75 food experts and ultimately create more than 200 new jobs in the area. BGC has designed the store to appeal to “foodies” – customers who are passionate about food. Food offerings – like a full burrito bar, sandwich bar, and soup and salad bar – will be prepared daily on site, encouraging customers to visit the store frequently for freshly prepared meals not found at a traditional grocery store. 

“With this store we will strive to educate our customers and fuel their passion for food,” said Rick Rayford, president and chief executive officer. “The open concept food preparation area will be viewable by customers so that they can watch our culinary team and not only feel good about the foods they buy, but also learn how to prepare the recipes themselves.” 

Customers will be able to find the products they routinely purchase at traditional grocery chains, yet the new store will offer different brands and varieties not found elsewhere in Tyler. The company’s goal is for FRESH to be the destination for fresh-prepared food, the finest quality and best selection of grocery items, knowledge about selected food products, and an exciting food experience. 

Besides traditional departments and expanded food service offerings, the 55,000-square foot store will feature a coffee/gelato bar, bulk foods, expanded health and wellness items, and a pharmacy. 

“We at Brookshire’s have listened to our customers and believe that FRESH will fulfill an unmet need for a food experience that places a greater emphasis on variety, organic and natural products, quality fresh products, and convenient prepared foods,” said Rayford.

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