Fresh-cut fuels Vancouver's Loblaws City Market

VANCOUVER, BRITISH COLUMBIA — For produce industry professionals, exploring a store focused on fresh is like being a kid in a candy store.

In advance of the Canadian Produce Marketing Association Conference and Trade Show on April 23, CPMA offered a retail tour that included a visit to Loblaws City Market in downtown Vancouver, where co-owner Dave Sherwood led an enthusiastic group through his stunning 41,000-square-foot store.

The store, which opened Feb. 2, 2024, employs some 170 people, 70 of which are dedicated solely to the “Canteen,” the grocer's vibrant prepared foods area.

“The Canteen is the heartbeat of the entire store,” said Sherwood, who explained that the City Market team cuts all of its own fruit and vegetables from broccoli and Brussels sprouts to house-made guacamole and salsa to fruit salads and vegetable-rich entrées and sides.

Here, shoppers are spoiled for choice — the menu offers an entrée and a side for 10 Canadian dollars or an entrée and two sides for CA$12. 

“Where else can you get a deal like that?” Sherwood asked.

Positioned between the Canteen and the produce department, Mealtime Marketplace display cases feature ready-to-cook entrees and sides loaded with fresh produce cut in-store. Customers can get a combo deal when they purchase an entrée that includes a side at 50% off. 

In this area of the store, City Market also features an array of cups and trays filled with fresh-cut fruit and vegetables at a variety of price points.

“Our customers want fresh foods made in-store. They do really well for us,” Sherwood told the tour group.

But even with the success of the Canteen, produce represents 20% of total store sales, Sherwood said.

Signage in the beautifully merchandised produce department boasts more than 100 organic fruits and veggies and “450 Canadian growers and growing.” City Market also features products from at least 100 local vendors, Sherwood said.