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Fruit & Veg City launches Food Lover’s Market in Silver Lake

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Fruit & Veg City launches Food Lover’s Market in Silver Lake


Jun 22nd 2011, 14:26

Fruit & Veg City, South Africa’s premier fresh produce retailer with over 100 stores nationwide will be launching a premium Food Lover’s Market in the sought after suburb of Silver Lake on 23 June 2011, at the corner of Hans Strydom and Stellenberg roads in Pretoria East.

The new store, set to cater to the upmarket Pretoria East market, will share premises with Mica, Metro Hyper and Metro Liquors and boasts ample parking for shoppers.

Innovation in design

This chic new food emporium incorporates design cues from top retailers in the US and Europe, including Waitrose and Wholefoods. Conceptualised and designed by Fruit & Veg City’s professional in-house architectural team, Silver Lakes Food Lover’s Market is set to enhance the brand’s innovative, multi-specialist department store concept already proven successful in Cape Town (Willowbridge) and the award winning Centurion Food Lover’s Market (Gateway Mall).

The Silver Lake store is brought to Pretoria East by the same team that opened the flagship store in Pretoria –the Woodlands Food Lover’s Market.

Says Sandro Gastaldi, owner of Silver Lakes Food Lover’s Market, “As always, we wanted to create a theatre of food and still retain a market feel and, with our new heart of good food campaign, I feel that consumers will love the easy layout of the store.”

Fresh approach to food

Quality fresh fruit and veg remains the focal point of the store offering and seasonal produce will be part of future in-store promotions. The tradition of the successful Fruit and Veg City Double Whammy Wednesday promotions will continue, offering consumers consistent value on a weekly basis. The in-store Smoothie Bar will offer a variety of fresh smoothies, made on the spot with either yoghurt or ice-cream and the Short Cuts department provides consumers with a vegetable and fruit chopping service.

In addition, Silver Lakes Food Lover’s Market offers a variety of exciting food stations, including a fishmonger, a large gourmet butchery with expert blockmen who cut and prepare meat according to customer specifications, a biltong island, a bakery and confectionary and an international deli and cheese section.

Theatre of food

Other key store features include:

• The Hot Food Emporium provides quick dinner options with a large variety of delicious dishes like lasagne, bobotie and pasta.
• The Market Café is the perfect relaxed sit down dining experience for dad and the kids while mom is shopping or for breakfast with the family on a Saturday morning.
• The Sushi Bar offers delicious fresh sushi to take home or as a sit down option – a must for sushi lovers.

Food Lover’s Market at Silver Lakes is situated at in Pretoria East on the corner of Hans Strydom and Stellenberg roads. For more information visit

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