Borrowing from the Whole Foods Market model, Fruit & Veg City’s Food Lover’s Market was for discerning foodies. But having previously focused on fresh produce and food counters such as butchers, bakeries and delis, the retailer has recently grown its dry grocery and household offer to become more of a one-stop destination, while a tie-up with Chevron means Fruit & Veg City is “way ahead of other fuel retailers” in terms of a fresh offering on forecourts. 

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