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A ‘Fresh Value’ arrives for Athens shoppers

ATHENS — Fresh Value made its North Alabama debut today in a grand way.

The Birmingham-based supermarket chain opened in Athens, the company’s 14th store and first in the area. The store is in the former Sav A Lot on U.S. 72.

“We are excited to bring an affordable shopping solution to Athens,” said Fresh Value owner Gerry D’Alessandro. “There is a lot of great things happening in Athens, and we are honored to have the opportunity to serve this community.”

As a special treat, the first 100 customers today, Thursday and Friday will receive a free bag of groceries, company officials said.

Home of the five-dollar steak night, Fresh Value features discount meat deals and weekly flash sales.

The company said its stores follow a cost-plus model of operation.

“Fresh Value’s cost-plus model is about as simple as it sounds,” said COO Terry Stanley. “We set shelf-pricing for every item in the store at our cost and simply add 10% to the total at checkout to cover our operating expenses.

“This concept will save you money weekly on thousands of grocery items.”

Like all Fresh Value stores, the Athens store’s primary focus will be an expanded meat department with in-house butchers and a produce department offering fresh local produce.

“We are your local community connection for high quality foods, friendly service
and low prices,” said D’Alessandro.

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