To hear Earth Fare’s publicists tell it, the company’s new supermarket at 11054 Lee Highway in Fairfax is the key to health and longevity. “Fairfax residents are invited to live longer with Earth Fare,” reads a news release announcing the January 10 opening of the store, located in the midst of an area already well-stocked with supermarkets. There’s an Aldi practically across the street and a Giant Foods just up the road. Walmart, Wegmans and Whole Foods are close by.
But Earth Fare is different, it says, offering only organic and natural foods that fit its definition of healthful. Among other things, that includes being free of high fructose corn syrup, artificial fats and trans-fats, artificial colors, artificial preservatives, artificial sweeteners, bleached or bromated flour, as well as having never been administered antibiotics or growth hormones.
Also, Earth Fare says its more than 750 private brand food products are sourced using only non-GMO ingredients.
“Fairfax-area shoppers will be the first in the Northern Virginia area to experience our commitment to healthy lifestyles, and we’re thrilled to offer Fairfax residents a place to shop for their families confidently, knowing their carts are full of only the healthiest, tastiest foods,” said Earth Fare president and CEO Frank Scorpiniti.
Beyond groceries, the 20,000 square-foot store will also feature a café and juice bar, a salad bar, hot foods bar, pizza station, sandwich counter and packaged meals to go.
Founded in 1975 in Asheville, North Carolina, Earth Fare has 44 locations across 10 states in the Southeast, mid-Atlantic and Midwest. The Fairfax store will be its second in Virginia. It opened a Roanoke location in November.