Freshstop launches on the forecourt in new South African JV

Fruit & Veg City, South Africa's leading fresh produce retailer, has teamed up with Chevron to pilot its Freshstop convenience format on a Caltex forecourt.

The first store opened last month (February) at Gie Road, Parklands.

Three more stores – one in Ravensview (Parklands) and Melkbosstrand and Marine Drive (Milnerton) – are planned as part of an initial pilot.

According to Caltex, these will be run to test consumer response to the co-brand before rolling out the Freshstop franchise to existing Caltex retailers.

Under the partnership, Caltex StarMart convenience stores will be converted to the Freshstop format, providing fuel customers with a fresh and modern convenience offer.

The new stores feature a number of departments catering for the ever increasing, time-conscious demands of consumers.

The range and interior design has been influenced by elements of Fruit & Veg City's Food Lover's Market format, which caters for the more discerning shopper.

Established in 1993, Fruit & Veg City is South Africa's number one fresh produce retailer, operating more than 100 outlets nationwide.

Chevron South Africa plans to leverage Fruit & Veg City's extensive supply chain capability, franchise expertise, vast category offerings and brand values in the new forecourt format, which will be open for 24 hours a day, seven days a week.

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 Fresh Stop brand is young, innovative, new and exciting and will challenge the existing South Africa convenience competitive set."

Dallas said Fruit & Veg City's quality produce and wholesome image fitted well with the Caltex brand, which is viewed as clean, safe and reliable.

"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," he said.