Supermarché PA goes au naturel

Montreal grocer Supermarché PA has opened a new organic and natural food store in the city called PA Nature.

“It’s the way of the future,” says Taso Erimos, who owns Supermarché PA(which stands for Parc Avenue) along with his brother Sam. People are more health conscious than ever and are increasingly looking for natural and preservative-free foods, he says.

The midtown Mile End neighbourhood store, which opened Jan. 29, is located in what was once the flagship store of Supermarché PA on Parc Ave. Supermarché PA’s 15,000 sq. ft. flagship store moved a few blocks to the north on Parc Ave. last year.

The building that houses PA Nature is owned by Supermarché PA and boasts 7,000 sq. ft. of renovated selling space. It’s located in one of Montreal’s trendiest neighbourhoods.

PA Nature carries a full line of organic and natural fare. Something that many other grocers don’t do, says Erimos. It’s putting an accent on Quebec produce, cheese, meat and is also selling naturopathic supplements.

READ: Supermarché PA fights on price and produce

“We’re looking to be price aggressive, especially on perishables,” says Erimos, noting that affordable pricing will be achieved via tough negotiations and volume buying. The goal is to price organic and natural foods as close as possible to conventional fare.

He admits the recent decline in the Canadian dollar is making affordable pricing an ever-increasing challenge: “The American dollar is killing us.”

First week specials include organic bananas at 59 cents a pound, hormone-free fresh extra lean ground beef at $4.99 a pound and Liberté organic yogurt at half price.

The store will soon feature online ordering and delivery to surrounding areas.

Marketing is being done through the store’s website and ads in local weekly newspapers.

As with his Supermarché PA stores, Erimos says customer service will be the key to PA Nature’s success. Being hands-on is apparently important as well: During an interview, Erimos sampled a delivery of green beans and finds them wanting due to freezer burn.

PA Nature has 80 employees, many of whom have received specialized training, and is open 360 days a year from 8 a.m. to 9 p.m.