The essence of rich, hot coffee; tangy spices; and melt-in-your-mouth sweets envelops you, lulling you into the friendly atmosphere of a quality grocery. You have just entered The Fresh Market, but this may be your last visit. Guilford’s across-the-street neighbor plans to relocate this summer. The Fresh Market will close down its shop at Quaker Village and open anew at Jefferson Village on the corner of Bryan Boulevard and New Garden Road.
The move has been under discussion for over a year as The Fresh Market’s clientele continues to grow. “Relocations have been a successful strategy for The Fresh Market when growth in an area shifts or a store becomes too cramped,” reported the Greensboro News & Record.
The Fresh Market is naturally concerned with customer reaction to its plans for relocation. “As far as customers are concerned, it’s about fifty-fifty,” said assistant manager John Traurig. Traurig could not reveal any other information about the planned move.
As far as Guilford students are concerned, many will be sad to see The Fresh Market leave, because it sells unique produce that may not be found at the larger grocery stores.
“I really enjoy cooking,” said senior Julie Handy. “So I like (stores) like Fresh Market that have ingredients you don’t find at other places. Like at Harris Teeter they got nice produce, but they don’t have whole spices. (At Harris Teeter) it’s been pre-ground and may be sitting around for awhile.”
The Fresh Market’s close proximity to Guilford was also a key factor in its popularity with students.
“That was one of the joys – that it was in walking distance,” said senior Matt Steere. “I have no car so I like that factor.”
When asked if they would drive down New Garden Road to The Fresh Market’s soon-to-be new location for special produce, Handy and Steere both answered, “probably not.”
Other students would be compelled to go the extra distance for some foods that they enjoyed from The Fresh Market. One such student is junior Sarah Otte, who worked at The Fresh Market last year.
“I worked in the bulk and candy section,” Otte said. “I really appreciated the way that all looked and that you could buy from the big things in either really small amounts or really huge amounts. I think that I would go searching for that.”
The Fresh Market has long been an anchor of Quaker Village. When The Fresh Market relocates, there will be at least three vacant spaces in that shopping center. One of the two currently vacant sites will soon become a Jimmy John’s Gourmet Sandwiches.
However, Colonial Properties, the company that owns and leases the land at Quaker Village, could not reveal what shop may be replacing The Fresh Market once it leaves.
“Until the lease is completed we really can’t release any names,” said property manager Cindy Hatzisavvas. “Certainly we have enjoyed Fresh Market being here. We hate the idea of them leaving. We’ve been good partners for some time, but then again, one door shuts another opens, and that’s just part of business. Hopefully we’ll have something new and exciting, and that’ll be great.