A Birmingham franchise operator has celebrated the launch of its 40th UK convenience store in its home city.
The newest Simply Fresh store has opened on Boldmere Road, Sutton Coldfield, with a £200,000 investment by husband and wife Mandeep and Rupinder Bains.
Simply Fresh, run by brothers and directors Sukhjit and Kash Khera, sells local produce “wherever practical” and already has four shops in Birmingham.
Mr Bains said: “With all the recent food related issues in the convenience sector we think Simply Fresh with its fresh, organic approach is the future of food retailing.”
Local suppliers 19 Gales Farm from Warwickshire were at the launch and Mr and Mrs Bains have decided to support Sutton based fundraisers MAD Friends, who are raising money for the Teenage Cancer Trust.
The shop is also the first Simply Fresh store to use the Beep Treat smart phone app, which offers customer discounts.
“We are so pleased with the turnout at the launch and the overwhelming support we have received from local residents and suppliers,” Mr Bains said.