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Yupscale vittles
By LOGAN D. MABE © St. Petersburg Times, published January 21, 2001 CARROLLWOOD -- Judy Terry's quest for fancy fresh foods just got a little easier.
"I just stopped there accidentally one time, and we still drive over there every month or so for meats and produce, and you've got to try their Bone Suckin' Sauce," Terry said while stocking up on Yukon gold potatoes at the new Fresh Market at the Palms of Carrollwood. "It makes a wonderful meat loaf." The 30-store chain, based in Greensboro, N.C., held a stealth opening Friday morning for its latest comestible oasis. The upscale, specialty food retailer bought scant advertising that mentioned only a few opening week specials. But by 9 a.m., a steady stream of customers were being greeted at the front door with a complimentary rose and samples of fresh orange juice. "The whole store is designed to hit the senses," said Craig Carlock, vice president of marketing. "We want color. We want it to look bountiful and inviting. For the ears, we play classical music. You can smell fresh bread baking and coffee brewing." The Fresh Market is sure to change the way people shop for dinner here in demographically desirable north Tampa. "I think the store is great for folks who like to cook, but it's also terrific for folks who don't want to cook," Carlock said. Variety is indeed the spice of life. "There's a brie I want to show you," said deli manager Lee Morey as she stood before a case of about 300 different cheeses. "This is a triple cream brie from France. It's like cheesecake. We've got 12 Swiss cheeses, eight different blue cheeses, four different Parmesan cheeses and 20 to 30 assorted cheddars. We've got cheeses from every European country you can name." The store offers many products that appeal to gourmet chefs, but also offers "ready-to-heat" items that will enable the novice to fake it. Those include five kinds of rotisserie chicken, bourbon-marinated salmon, chicken cordon bleu, and restaurant-quality salads like roma tomato, mozzarella and basil. Even the ready-to-bake pizzas are elegant. The $6.99 Four Seasons features fresh prosciutto, artichoke hearts, fresh-grated parmesan, and black olives. The Fresh Market's other stores are in upscale neighborhoods in places like Boca Raton, Naples and Coral Springs. Company officials think northern Hillsborough is similarly positioned. "We feel like the shoppers here will respond to what we're offering," Carlock said. "The demographics here are consistent with those at our other successful stores." They're banking that the area is ready for escargot and sashimi-grade tuna, white asparagus and broccoli rabe, creme brulee and cheesecake shipped directly from Ferrara's cafe in New York City. "I haven't seen purple potatoes in years," said Dottie Johnson, a vegetarian from Carrollwood. "I'm here for the fresh produce." -- Logan D. Mabe can be reached at (813) 226-3464 or at mabe@sptimes.com.
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