Fresh Organic Foods Shaping Metro Supermarket Makeover

A slice of foodie culture has arrived at Metro Inc.’s newest supermarket, which features a lush wall of veggies, dozens of exotic cheeses, a slow-cooking rotisserie, a sushi bar and organic offerings.

It’s Metro’s version of the gentrified grocery store, a bid to tempt urban consumers and boost business by focusing on a smorgasbord of fresh foods – with some higher prices and fatter profit margins – even as shoppers are courted by a growing array of discount retail options.

Masterminding the Metro makeover is Carmen Fortino, a former executive at arch rival Loblaw Cos. Ltd. whose heritage is the Fortinos supermarket chain that bears his family’s name and was bought by Loblaw in 1988.

Now Mr. Fortino, a second generation member of Fortinos founding family, is fighting the grocery wars from the other side of the battle field.

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