Everfresh and Fruit & Veg City join forces in Kwalzulu-Natal

Everfresh, KwaZulu-Natal’s leading fresh produce retailer and Fruit and Veg City will join forces to give consumers an enhanced retail experience as of 01 September 2010. While the Everfresh stores will trade under the Food Lover’s Market banner, the new franchisees will each remain owners of their respective stores and staff and management of Everfresh will retain their positions in the company.

Jose Luizinho, CEO of Everfresh commented on the new alliance, “We are very excited about the partnership and what it will mean for consumers – there are so many great synergies between ourselves and Fruit & Veg City.”

Like Everfresh, Food Lover’s Market is an upmarket retail experience offering convenience, quality and value for money. Says Luizinho, “It’s a good fit and we’re looking forward to working with Fruit & Veg City to enhance our current consumer offering.”

Says Brian Coppin, CEO and co-founder of Fruit & Veg City, “While the Food Lover’s Market brand is not familiar to Kwazulu-Natal shoppers, it is well established in the rest of the country and underpinned by the experience and buying power of Fruit & Veg City.”

We look forward to bringing the same experience to the Kwazulu-Natal region, whilst tapping into Everfresh’s knowledge of the local consumer.”

Everfresh stores will change to the Food Lover’s Market branding and signage over the next few months.