Brookshire’s Fresh, A Skeptic’s Take

by admin on April 20, 2011

in Tyler Businesses

Fresh by Brookshires Grocery Store

Fresh Bakery

Electric Vehicle Courtesy Charging in Tyler

It’s Holy Week / Passover again, and again I found myself preparing for an annual Seder meal at my local church, and no I’m not Jewish, neither mainstream nor messianic. (Not that there’s anything wrong with that, if that’s who you are… Judaism is a beautiful faith, I just happen to be Catholic).

As part of my responsibilities for the evening, I brought the matzos. Now to say that I “brought” it, is a grossly unemphatic way of describing the end result of a search that actually took me to groceries all over the city. Too wordy? I looked high and low and could find only one place that carried it this year. The Brookshire’s Empire’s version of the Death Star, Fresh!

I guess it’s the natural cynic in me that wanted to dislike the store before even setting foot in the building. It’s just too trendy, just another place for the Tyler’s glitterati to see and be seen even while doing such mundane things as shopping for food for the week. I guess a part of me recoils at the notion of slots for plug in cars and food that’s in some way sanctified given the lack of chemicals to keep the bugs off them.

I don’t resent anyone their food choices I just find it obnoxious that Tylerites are only now deemed progressive and enlightened enough to shop at such a socially conscious store like Fresh! I entered the temple reverently from the side entrance, dipping my finger carefully in the proffered holy water and making the sign of the cross… ok not really. But I did try some of the sample fruit set out for customers, and you know what? I must concede, it was quite good. The store is huge, and I didn’t venture into the deeper inner portion, but contented myself to peruse the food court area.

The store was very busy as it is apparently becoming a popular lunch stop and meeting place for those who work in the area. At the end of the day I was at least partially won over by the new megalith. The food that I sampled was good, the selection was enormous, and the prices, while not exactly cheap, are certainly not outrageous. Visits to the store are more of an event; especially since customers are permitted to purchase and consume wine and beer on location. So why the hesitation? First off the name, “Fresh!” I find it hard to utter the words; “What to go to Fresh?” or how about “I was at Fresh this afternoon…”

The other issue I have is equally subjective. For me it’s kind of a ways out. If I lived closer I would possibly shop there more often but as it is, my visits will probably be limited to once a month or so.

Putting “Fresh” up against Wal-Mart or the other Brookshire’s locations is tough. The selection is really very good. The product is more high end and thus costs a bit more, and the environment is more social. All in all, I must confess, it’s a pretty neat store. But don’t expect me to start recycling or driving a hybrid in order to fit in there!

{ 5 comments… read them below or add one }

Angie April 26, 2011 at 10:46 am

Why isn't the author of this article cited here? What if I want to follow his/her posts?

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admin April 26, 2011 at 10:52 am

His name is Todd Hague. I need to set that up so you see the authors name.

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Dale Price July 14, 2011 at 11:35 am

I assume Todd drives a Hummer, with horns on the hood and a gun rack in the rear window, while he dresses early Wal Mart, with some fake cow manure on his boots???

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admin July 14, 2011 at 11:40 am

No, but I imagine he dreams to one day fit that description accept for the Wal-Mart clothes. Wal-Mart has crappy clothes not even worthy for a hillbilly to wear.

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TRH July 14, 2011 at 4:54 pm

Hey Dale, Todd here, you'll happy to know I went to that big ole fancy new store and got me some of that highfalutin ice cream the other day! Dang ole stuff was good man! Actually if you read the article I was forced to concede that it's a pretty neat store. I just think some aspects of it have more to do with our city feeling sophisticated then actual demand.

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