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Convenience stores get a fresh start

Four selected Caltex service stations in the Western Cape are converting their existing StarMart convenience stores into FreshStops, bringing to fruition one of South Africa's latest retail partnerships. The first FreshStop opened on 5 February 2009 at the Caltex service station in Gie Road, Parklands.
L-R: Brian Coppin, Fruit & Veg City CEO and Wayne Klahs, Chevron VP Marketing, Africa, Europe & Pakistan & Chevron South Africa CEO
L-R: Brian Coppin, Fruit & Veg City CEO and Wayne Klahs, Chevron VP Marketing, Africa, Europe & Pakistan & Chevron South Africa CEO
In a bid to ensure that its valued Caltex customers also have access to a fresh and trendy top-end convenience offer, Chevron South Africa identified the Fruit & Veg City Group as a potential convenience alliance partner. Leveraging Fruit & Veg City's extensive supply chain capability, franchise expertise, vast category offerings and brand values, FreshStop was chosen as the ideal fit for the new convenience format.

Conveniencing the time-conscious


The new stores will feature a variety of innovative departments and products to focus on the ever-increasing, time-conscious demands of consumers. These will be complemented by stylish and modern interiors to provide a more enjoyable shopping experience.

Since their inception in 1993, Fruit & Veg City has grown to one of South Africa's leading fresh produce retailers. They now operate more than a hundred outlets countrywide, and have recently introduced new retail concepts, FreshStop and the Food Lover's Market, to cater to the more discerning shopper.

“The convenience store format is a new challenge for us, but we are extremely excited to be moving into this retail category. Research has shown that shoppers worldwide are looking for fresh and healthy alternatives in quick time with more convenience, so this is the perfect opportunity for us to tap into an area with huge potential for further growth. Fruit & Veg City is also proud to align itself with Chevron which owns the premium Caltex fuel brand, and we are looking forward to a strong and mutually beneficial partnership with Chevron,” said Fruit & Veg City CEO Brian Coppin in a recent statement.

The new stores will all be trading 24 hours a day, seven days a week; with the first opening at Gie Road and then Ravensview (both in Parklands), followed by Melkbosstrand and Marine Drive, Milnerton. These stores will be run as part of the pilot programme designed to test customer response to the co-brand.

Exclusive franchising



L-R: Joe Boyle, General Manager, Freshstop; Brian Coppin, Fruit & Veg City CEO; Teresa Booth-Oliveira, Chevron Projects & Initiatives, AEP; and Wayne Klahs, Chevron VP Marketing, Africa, Europe & Pakistan & Chevron South Africa
L-R: Joe Boyle, General Manager, Freshstop; Brian Coppin, Fruit & Veg City CEO; Teresa Booth-Oliveira, Chevron Projects & Initiatives, AEP; and Wayne Klahs, Chevron VP Marketing, Africa, Europe & Pakistan & Chevron South Africa
The FreshStop franchise will be exclusively available to all Caltex retailers in due course. Both parties are confident that the joint venture will be an immediate success with consumers.

Carlton Dallas, Chevron's Global Marketing Support Manager for Africa, Europe and Pakistan said: “It's time that our quality Caltex fuel brand is supplemented by an equally attractive high-end convenience offer. Following a global review of many international retailers, we found that the South African public desired a very specific store offer which influenced our decision to go local and select a truly South African company with existing appeal to our fuel customers.

“We really liked the fact that the FreshStop brand is young, innovative, new and exciting and will challenge the existing South Africa convenience competitive set. We've been impressed by the creativity and enthusiasm of the Fruit & Veg City group and we believe the quality produce and wholesome image fits well with the clean, safe and reliable Caltex brand. We are convinced that our customers' response to this new concept will be overwhelming, based on FreshStop's ability to serve the C-store consumer's every need.”

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