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SuperFresh

SuperFresh is an American brand owned and operated by Co-operative, Inc., a grocery founded in 1937 that supports over 450 independently owned stores across the and . The brand specializes in providing a wide selection of fresh produce, meats, , international foods, and everyday essentials, with an emphasis on competitive pricing and community-focused services such as and options at select locations. Originally introduced by the Great Atlantic & Pacific Tea Company () in 1982, SuperFresh emerged as a distinct banner for A&P's Philadelphia-area stores, stemming from a labor agreement that allowed the chain to maintain operations in the region. Following A&P's second bankruptcy filing in 2015, acquired the SuperFresh trademark and in 2016, reviving and expanding the brand beyond its roots. Under Key Food's stewardship, SuperFresh operates approximately 20 stores, including multiple locations in boroughs like and , , northern and central communities such as Passaic, Clifton, and Irvington, and . These stores often cater to diverse neighborhoods by offering ethnic specialties, including Latin American, Asian, , and products, alongside standard grocery items and weekly promotions. As part of Key Food's broader portfolio—which also includes banners like and Key Food Fresh—SuperFresh contributes to the cooperative's strategy of geographic expansion and localized service in urban and suburban markets.

History

A&P ownership (1982–2015)

The SuperFresh brand was established in 1982 by The Great Atlantic & Pacific Tea Company () as a modern format aimed at revitalizing its presence in competitive urban markets and countering the rise of newer chains like and . The initiative began with the conversion of existing stores in the area, with the first SuperFresh location opening that year in to emphasize updated layouts, broader product selections, and improved . This was partly a response to labor agreements with unionized employees, allowing to operate under a distinct banner while addressing operational inefficiencies in traditional stores. During the and , SuperFresh underwent rapid expansion along the East Coast, growing to over 100 locations by the mid-1990s, primarily in urban and suburban areas of , , , and . The chain focused on high-density markets around , , and , where it converted additional outlets and built new facilities to capture share from regional competitors. By , for instance, dozens of stores operated in the Washington-Baltimore corridor alone. However, expansion was hampered by specific challenges, including a 1989 labor dispute involving over 39 stores in and , where union members struck over operating policies, scheduling, and wage issues, leading to temporary closures and negotiated settlements that increased costs. In the , invested in operational enhancements for SuperFresh to differentiate it from its conventional formats, including store remodels that prioritized expansive fresh produce departments, in-house bakeries, and floral sections to appeal to consumers seeking quality perishables. These updates aimed to position SuperFresh as a "fresh-focused" banner amid shifting preferences toward healthier, locally sourced foods, resulting in improved foot traffic in key markets like and southern . Despite these efforts, the early 2000s brought mounting financial pressures from aggressive competition by Walmart's supercenters and regional players like , which eroded SuperFresh's through lower prices and larger assortments; 's overall sales declined from $10.6 billion in fiscal 2000 to $8.8 billion in fiscal 2009, prompting store closures and divestitures. A&P's struggles intensified with a 2005 strategic review that explored potential acquisitions and partnerships to stabilize operations, including unsuccessful overtures amid rumors of takeover interest from larger retailers, though the company ultimately sold its Canadian division for $1.4 billion to fund U.S. restructuring without a full . These measures proved insufficient, leading to A&P's first Chapter 11 filing in December 2010, during which SuperFresh underwent cost-cutting, including the closure of underperforming locations and labor concessions from unions representing 28,000 workers. Emerging in 2012, the chain faced renewed declines, culminating in a second in July 2015; at that time, approximately 70 SuperFresh stores remained operational, all of which were closed or sold off as part of liquidation, with the brand's auctioned to Co-operative for future revival.

Key Food ownership (2016–present)

In February 2016, Key Food Stores Co-operative, Inc., acquired the SuperFresh trademark and related intellectual property from the bankrupt Great Atlantic & Pacific Tea Company () for an undisclosed amount, securing the brand during A&P's Chapter 11 proceedings. This move allowed , a New York-based grocery cooperative, to revive the SuperFresh banner, which had originated under A&P in the early 1980s as a value-oriented format. The acquisition aligned with Key Food's strategy to expand its portfolio of store banners, including prior purchases like from the same bankruptcy process. The relaunch began in 2016 through the conversion of select existing to the SuperFresh branding, initially targeting locations in and to capitalize on regional familiarity with the name. The first SuperFresh under Key Food opened in , in March 2016, followed by sites in , in May, and , , in June. Under Key Food's model, SuperFresh stores are independently owned and operated by local affiliates, enabling flexibility while providing access to centralized buying power, marketing resources, and support from the co-op's network of over 400 stores. This structure has facilitated steady growth, reaching approximately 20 stores by 2025, primarily through operator affiliations and new builds rather than large-scale corporate rollouts. Notable expansions include the July 2021 opening of a 25,000-square-foot store in North Baldwin, Long Island, which replaced a former site and addressed a local grocery void. A planned 22,500-square-foot location in , is slated for spring 2026, marking the third SuperFresh in the borough and extending the brand's urban footprint. Recent developments underscore the brand's adaptability within the cooperative framework. In 2022, operators announced plans for two 16,000-square-foot stores in Clifton and , aimed at competing with larger chains by emphasizing fresh produce and community-focused service; the Passaic site opened in 2023, followed by expansions in nearby Woodland Park in September 2025. Amid post-pandemic challenges, such as labor shortages and logistics disruptions, Key Food enhanced resilience for its banners—including SuperFresh—through a 2020 agreement with , Inc. (UNFI) for a 10-year, $10 billion wholesale supply deal covering conventional, , and products. SuperFresh operations fall under Key Food's oversight, with the cooperative's headquarters—relocated from Staten Island, , to , in 2020—coordinating brand strategy and support.

Operations

Store format and services

SuperFresh stores are typically sized between 12,000 and 26,000 square feet, catering to urban and dense suburban areas in and northern with compact yet comprehensive layouts optimized for efficient shopping. The physical format prioritizes fresh and prepared foods, featuring prominent produce departments with mainstream, seasonal, and tropical items; full-service and meat sections for custom cuts and prepared meals; and in-house bakeries offering hand-baked goods using premium ingredients. Larger locations may include dedicated counters and departments to enhance the full-service experience. Product assortments encompass national brands alongside private-label items, with an emphasis on local and ethnic specialties such as Asian and Indian fruits, vegetables, and prepared foods to serve diverse communities in and markets. Customer services include online ordering and same-day delivery via partnerships like , available for minimum orders starting at $35–$50 depending on the location, along with free for qualifying purchases over $40 at select stores. Curbside pickup options were expanded post-2020 through Key Food's digital platforms, while loyalty programs provide digital coupons and personalized shopping lists accessible via app or website. Operating under the Co-operative model, SuperFresh allows individual stores some customization in product selection and services while maintaining uniform standards for quality, pricing, and fresh-focused branding.

Locations and expansion

SuperFresh operates approximately 40 stores as of late 2025, primarily serving boroughs including , , and [Staten Island](/page/Staten Island), as well as and northern suburbs. The chain's geographic footprint is concentrated in urban and suburban communities with diverse populations, emphasizing accessibility in densely populated areas. Key store clusters include several locations in Brooklyn, such as those in Dyker Heights (7002 13th Avenue), Bay Ridge (242 Bay Ridge Avenue), Flatbush (1188 Flatbush Avenue), Marine Park, and a recently opened site at 3260 Fulton Street in Cypress Hills (November 2025). In Staten Island, the brand maintains a presence with a store at 778 Manor Road in Castleton Corners. Queens features an emerging cluster with two existing stores, including one at 82-10 Baxter Avenue in Elmhurst, and a third planned for Ruby Square at 166-20 90th Avenue in Jamaica, set to open in spring 2026. On Long Island, a store operates in North Baldwin. In northern New Jersey, stores are distributed across suburbs like Irvington (471 Lyons Avenue), Belleville (115 Belmont Avenue), Roselle (551 Raritan Road), Middlesex (242 Lincoln Boulevard), and Highland Park (424 Raritan Avenue). The acquisition of the SuperFresh brand in 2016 enabled its geographic revival through rebranding and new openings. Post-2016 expansion began with around five converted former locations, including the Irvington store opened in August 2016. By 2023, the network had grown to approximately 25 stores, driven in part by independent operators such as the SuperFresh Food World group, which manages four locations in (Belleville, , Roselle, and Highland Park). This growth involved targeted conversions and new builds, such as the North Baldwin store on in 2021. Expansion has faced challenges from intense competition by larger chains like and , prompting a strategy of urban infill development in underserved neighborhoods rather than broad regional sprawl. Recent examples include the September 2025 opening in , at 1750 US-46. Looking ahead, SuperFresh plans to add 2–3 stores annually through 2027, prioritizing underserved immigrant communities in and . Notable upcoming projects include a integrated into a 299-unit apartment development in , slated for fourth-quarter 2025 opening, and the Jamaica Queens location to enhance fresh food access near transit hubs.

Branding and identity

Logos and visual elements

SuperFresh's visual has centered on and elements that emphasize freshness and quality, evolving through multiple redesigns tied to its operational . The original 1982 was a simple in green featuring the oval. This design conveyed a clean, approachable aesthetic suitable for the A&P-owned stores in the Mid-Atlantic region. In 1994, the logo underwent a significant redesign, adopting a script font to project a modern and inviting image during A&P's expansion phase. This version remained in use until 2004, appearing on signage, bags, and promotional materials to align with broader rebranding efforts. The 2005 update simplified the design with a blue-green color palette, incorporating scalable elements optimized for digital signage and in-store displays as part of A&P's push toward contemporary store aesthetics. These changes facilitated better visibility in urban environments and supported the chain's upscale positioning. Following the 2016 revival under ownership, the logo retained core aspects of the 2005 version with minor adaptations observed in new stores from 2019 onward. This iteration has been applied consistently across revived locations. In-store visual elements have maintained continuity with green accents dominating aisle , endcaps, and shelving to draw attention to produce sections, while digital displays introduced in the enhance navigation and promotions. These elements tie briefly into promotional materials that complement the brand's messaging on quality and convenience.

Slogans and marketing

SuperFresh's marketing efforts began in the mid-1980s under ownership with the slogan "We Built A Proud New Feeling," which highlighted the launch of community-oriented stores emphasizing freshness and customer service in promotional campaigns across the region and beyond. Additional slogans during ownership included "We're Super Fresh," "We're Fresh Obsessed," and "I Love This Store!" (2002–2010). During the 1990s and 2000s, the chain adopted slogans such as "Doing More for You," featured in print and broadcast advertisements that stressed enhanced convenience, personalized service, and everyday value for shoppers. Similarly, "The great store...just next door!" reinforced the brand's positioning as an accessible neighborhood grocer through TV and radio spots targeting urban and suburban families. In response to economic challenges and competitive pressures during A&P's later years from the late 2000s to 2015, SuperFresh introduced the slogan "You want lower prices, we hear you," accompanying price-match promotions and value-focused initiatives aimed at retaining budget-conscious customers amid the parent company's financial decline. Following Key Food's acquisition in 2016, the brand revived with the slogan "Super Fresh. Better Store. Better Living.," which underscored store improvements, expanded fresh produce selections, and a renewed emphasis on quality living through digital channels including email newsletters for personalized promotions. Some locations, such as in Passaic, NJ, use the slogan "Your Super Friend" as of 2025. Marketing strategies under Key Food have included partnerships with local events in and , such as community openings and festivals with giveaways to foster regional engagement, alongside in-store demonstrations highlighting fresh foods. In the 2020s, efforts have shifted toward health-conscious messaging, aligning with post-COVID consumer trends by promoting nutritious options via weekly e-newsletters and targeted offers.

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