Fuseworks Media

FreshChoice unveils new store on Cuba Street with a ‘musical twist’

FreshChoice is proud to announce the grand opening of its newest store on the iconic Cuba Street in Wellington on Tuesday 19th December. Nestled in the historic building that once echoed with the beats of Real Groovy, the new FreshChoice promises a shopping experience that’s as vibrant and eclectic as the music that once filled its walls.

FreshChoice’s commitment to “fresh meets local” isn’t just a motto; it’s a way of life. The brand believes in bringing the community together through the best in fresh produce, homegrown goods, and a commitment to local suppliers. As FreshChoice steps onto Cuba Street, it’s not just opening a store; it’s embracing the rhythm of Wellington.

The new FreshChoice store pays homage to the building’s storied past as the home of Real Groovy. To keep the musical spirit alive, FreshChoice introduces a bespoke duke box – a musical jukebox that lets shoppers handpick the tunes that will accompany their shopping spree. It’s not just about groceries; it’s about creating a symphony of flavours and melodies in the heart of Cuba Street.

FreshChoice believes in giving back, and the Duke Box is the perfect embodiment of this philosophy. For a coin or two, shoppers can queue up their favourite tracks while knowing that all proceeds collected will go straight back into the community. From supporting local artists to funding community initiatives, every song played adds a beat to the heart of Wellington.

Brothers Johnny & Paul Wahid have a strong history with SuperValue/FreshChoice. In 2017 they opened the Canon’s Creek SuperValue store which has been supporting the local community for years. Every Monday for the past six years they have provided fruit to the local kindergarten along with other community initiatives, which they are eager to continue in the city.

Moving into the city was an exciting opportunity for the brothers, embarking on opening the first ever FreshChoice in Wellington City.

John Angelica, FreshChoice Business Partner for the Lower North Island, has supported Paul and Johnny through their journey and says “they are the most humble, hardworking, community focused people, who will bring a lot to the CBD community.”

The store location was an instant hit for the brothers who were excited to see how they could bring something different to Wellington central. “We’re not just opening a store; we’re hitting the right notes in the heart of Wellington,” says Johnny Wahid. “Our Fresh Meets Local philosophy extends beyond the aisles, and we are eager to find ways to pay tribute to the area, the community and the history of the building.”

As well as a duke box, the store has been true to Wellington’s ‘coffee capital’ status, with barista quality coffee from a state of the art ‘self-serve’ coffee machine- the first of its kind in a New Zealand supermarket.

The store is sure to delight, with the ‘fresh meets local’ ethos coming to life across its offering. There will be an array of fresh produce, meat and dairy, friendly service and local brands, including HeyDay beer. With the local brewery right next door, there is sure to be a collab instore in the near future- so customers can keep their eyes peeled!

Join us on Tuesday 19th December, at 250 Cuba Street from 9am as we cut the ribbon, crank up the volume, and welcome everyone to the freshest spot in town. There’ll be spot prizes, and free coffee for customers, and we’ll even have a special appearance by a local group who are being invited to cut the ribbon, officially opening the store.


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