VANCOUVER — Sobeys opened its first discount grocery store in Western Canada on Thursday as it works to catch up to competitors in the chase for frugal shoppers.
The FreshCo store in Mission, B.C., is the first of a dozen shops under that banner promised by Sobeys Inc. by the end of this year in an effort to grow market share in the west following a years-long fallout from its troubled acquisition of the Safeway chain.
“Sobeys is far behind our competitors in terms of having a presence in discount,” said Mike Venton, general manager of the discount format at Sobeys, a subsidiary of Empire Co. Ltd.
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