CONTACT(S):

Gary Huddleston

gary.huddleston@kroger.com

(972) 670-6814 cell; (972) 785-6004 direct

Kristal Howard

kristal.howard@kroger.com

(713) 299-6863 cell; (713) 507-6191 direct

Texas’ First Kroger Fresh Fare Debuts in Fort Worth

50,000-square-feet store presents food-centric shopping experience with prepared items and pastries, regionally-grown produce, wine and all-natural products

FORT WORTH, TEXAS (June 21, 2010) – Kroger is unveiling its first Fresh Fare in Texas at 3120 S. University Drive in Fort Worth on Wednesday, June 23. The 50,000-square-feet concept store will be the first of-its-kind in the area and will provide shoppers with an exceptional selection of foods coupled with a great atmosphere and top-notch customer service provided by more than 200 associates.

“We’re excited to be introducing our very first Kroger Fresh Fare in the state here in Fort Worth near Texas Christian University. Our customers in this community have waited for a long time for us to better serve their neighborhood and we feel the Fresh Fare format is a great fit for this demographic,” says Bill Breetz, president of the Kroger Southwest Division. “Fresh Fare caters to shoppers seeking freshness, variety and quick meal solutions at affordable prices in a more intimate setting in comparison to megastores.”

The store will offer a variety of regionally-grown fruits and vegetables, and other grocery products, including international and specialty products, and premium-cut meats and exotic seafood. A broad assortment of organic, soy, vegetarian, and wheat-, lactose- and gluten-free products can also be found along store aisles. The store’s Executive Chef Hector Ramos and his culinary team will prepare meals daily in the Bistro and Chef Shoppe for shoppers to take home or eat on the spot. A pastry chef will also be on-hand every day creating gourmet pastries and exquisite treats. Additionally, the store will offer more than 400 varieties of import, craft and specialty beers and over 1,000 labels of wine.

Mealtime and Snack Time Made Easy

The store will feature a 20-foot-long Chef Shoppe that offers prepared entrées and salad mixes along with sandwiches and wraps. The Bistro will have hot, chef-prepared meals and sides for breakfast, lunch and dinner. Customers will also be able to create made-to-order sandwiches. The deli will offer Boar’s Head meats and cheeses including the brand’s all-natural product line.

Shoppers will have the opportunity to assemble their own salad and choose from several hot soups that are offered. Fresh sushi will also be available for customers daily that rival area restaurants.

Customers will be able to pick up hot, in-store made flour tortillas that are available in five flavors - white, wheat, butter, salsa and cinnamon sugar – as well as fresh bread in the Artisan Bread Gallery.

From the Earth – Fruits, Vegetables and Floral

Fresh Fare will feature fruits and vegetables from local growers. In many instances, the locally-grown produce will be available in the store the day after the items have been harvested to ensure freshness.

More than 100 USDA-certified organic fruits and vegetables will be available along with a complete assortment of Driscoll’s berries (both organic and conventional). Every day customers will be able to find fresh, pre-cut fruit and veggies, and stuffed mushrooms. The store will also be able to create custom party, fruit and vegetable trays for shoppers for any occasion.

Colorful, eye-catching flowers will be in abundance in the Fresh Fare floral department. The department will be staffed by professionally-trained florists ready to make any occasion, holiday or celebration special. Local or worldwide delivery will always be available as a partnering member of the FTD network.

Of the Sea and Land

The Butcher Shoppe will feature organic beef and poultry, and all-natural pork and beef. Private selection Choice Angus Beef and Nolan Ryan Choice All Natural Beef, both exclusive to Kroger, will be available along with fresh-cut buffalo, prime beef, and domestic lamb and veal. For the summer grilling season, the store will offer a variety of gourmet burger patties and chicken, beef, pork and seafood shish kabobs. Customers will also be able to place special orders with the meat team.

The open-air Seafood Shoppe will display more than 50 varieties of fresh seafood daily from around the world including salmon, swordfish, tuna, halibut, walleye, steelhead, shrimp, crab, live lobsters, oysters, littlenecks, clams and mussels. Live crawfish, when in season, will be available along with a full assortment of ready-to-cook and single-serve products like salmon burgers and crab cakes. As an added service, customers will be able to enjoy having all seafood steamed free, including lobsters, while they shop. The seafood team also welcomes customers’ special requests and bulk orders.

Treat Yourself

The location will offer 1,000 labels of wine with a number of varieties being available in the chilled section. A wine steward will be on-hand daily to help customers make the best choice for their palette, next celebration or pairing. Anytime a customer purchases six or more bottles of wine, the shopper will automatically receive a 10 percent discount on the purchase.

Fresh Fare will also carry more than 400 beer options with a variety of craft, import and specialty brands. Shoppers can create a custom six pack by picking their favorite beers as part of the “Take Home Six” program.

The Cheese Shoppe will have 125 imported and specialty cheeses that are great to pair with the store’s vast beer and wine assortment.

The store’s pastry chef and trained team will prepare and design rich, decadent pastries daily in the Fresh Fare bakery, including chocolate-dipped fruit, gourmet cookies, cupcakes and single-serve mousses and tarts. Shoppers will have the opportunity to custom order specialty cakes and desserts.

A Starbucks coffee shop is expected to open in July and will offer shoppers free Wi-Fi.

Taking Care of Customers Health

To meet the needs of customers with special dietary requirements and preferences, Fresh Fare will offer an assortment of organic, soy, vegetarian, and wheat-, lactose- and gluten-free products, in addition to bulk nuts, seeds, granolas, spices, teas, nut butters and snack mixes. Additionally, more than 150 natural vitamins and supplements will be available for shoppers’ choosing.

The Fresh Fare pharmacy will be staffed by a team of knowledgeable pharmacists who are certified to administer various vaccinations for preventive action against illnesses like Meningitis and H1N1 along with recommended international travel and back-to-school vaccines. The store will offer a 30-day supply of generic drugs for $4 and a 90-day supply for $10 plus honor competitors’ prescription prices and offers. The pharmacy will accept all major insurance plans including Medicare.

Go TCU!

For a limited time, Kroger Fresh Fare will be giving shoppers the opportunity to receive a free purple-colored Kroger Plus card in support of nearby Texas Christian University (TCU). Supporters and students will also have the opportunity to purchase TCU apparel in the store’s Fan Shoppe.

Money-saving Programs

Kroger Fresh Fare will feature several programs that make it easier for customers to save money during their shopping visit. Programs like cellfire.com and shortcuts.com – free, paperless, online coupon services – allow shoppers to load money-saving coupons to their Kroger Plus card that are redeemed automatically at checkout. Customers can also visit www.kroger.com to print out and download digital coupons. Kroger continues to double and triple the face value of coupons daily, offer generic drug pricing for 30- and 90-day supplies and provide a 10 percent discount to shoppers 59 and older on store-brand items. Additionally, customers have the opportunity to save up to $.15/gallon of gas through the Kroger Fuel Rewards program.

Store Details

The Kroger Fresh Fare located at 3120 S. University Drive in Fort Worth is managed by Leigh Honeycutt and her staff.

In celebration of the grand opening, the store will host a ribbon-cutting ceremony at 10 a.m. on Wednesday, June 23, with local dignitaries and community groups.

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About Kroger – The Kroger Southwest Division operates 210 stores and 91 fuel centers in Texas and Louisiana and is part of one of the nation’s largest retail grocery chains serving customers in 31 states. For more than 125 years Kroger has emphasized a customer-first approach to providing quality products, value pricing, outstanding service and an exceptional shopping experience. Headquartered in Cincinnati, Ohio, the supermarket retailer is dedicated to making a difference in the communities it serves by supporting hunger relief, education, women’s health and wellness, and diversity programs. For more information about Kroger, please visit www.kroger.com.

For more information, call Kristal Howard of Kroger at (713) 299-6863