I was already impressed with Brookshire’s before the opening of Fresh. The Tyler, Texas based grocery company not only stocks an impressive range of grocery products but also actively engages in service to their community and is one of the largest employers in East Texas. And while sometimes their slightly higher than average prices can be a bit of a turnoff, I’d still choose Brookshire’s over the competition any day of the week.
This Spring, Brookshire’s opened their new concept store, Fresh. Fresh is to Tyler what Whole Foods is to the larger cities out there, only Fresh is owned by East Texas’ own Brookshire’s. Fresh offers tons of fresh and unique produce, specialty cheeses, flavorful prepared foods, beautiful fresh flowers, a bakery, cooking demonstrations, a taco stand, deli, and a gelato station (plus much, MUCH more). You can even purchase a glass of wine or bottle of beer to enjoy either while shopping or while listening to live music on the patio. I love to read food blogs, and many of the specialty items I’ve read about were nowhere to be found in Tyler, even at my beloved Drug Emporium. Now I can just run over to Fresh and pick up anything I could ever dream of, including Fresh’s own homemade tortillas and freshly popped rice cakes.
Though Fresh is under the Brookshire’s umbrella, they do not participate in the Thank You Card program, and discounts and good deals can be hard to find. That being said, if a can of black beans costs 20 cents more at Fresh I’ll still happily pay it because to me, the experience justifies the higher prices. While some from larger cities may complain that Fresh still pales in comparison to Whole Foods… I’m from Tyler and I think Fresh is pretty darn cool.
hours: Sun – Sat 6am-10pm
FRESH by Brookshire’s
6991 Old Jacksonville Hwy
Tyler, TX 75703
(903) 747-3503
It is great to have an option such as Fresh in Tyler. I have been there many times and have enjoyed each visit. I guess I will get over the fact that they do not bring your groceries out to your car. I was a little surprised by that at first, being under the “Brookshires” umbrella. I was also a little disappointed (as was my son) when I took my four year old son to the bakery to get the free cookie that he looks forward to when we go to Brookshires. I guess it is too much to ask to have a plate of cookies set aside for the kiddos. Anyways, I know these are small things, and in the end they will not keep me from coming to the Fresh store in the future. But, to many, the small things turn something ordinary into something special.
Richard, I totally felt the same about the lack of help to the car! When I went this weekend, there were boys helping customers to their cars…so I think they are staffing that better. I do think there are enough free samples to counter the free cookie treat. The thing that I love is the service. Choosing fresh seafood, they will come around to the front of the counter to look at the selections from the customers point of view and I don’t feel like I am trying to talk over the hum of the store. On almost every aisle I have had customer service reps (freshologists) ask if they could help me find something, and when I am in a rush I fully take advantage of their service. My personal favorite was the “chef grilled” event! I picked out a gorgeous Ahi tuna steak and the chef grilled it up expertly at no additional fee! Lovely! I am so happy we have this shopping experience in Tyler and I’m breaking out the cookbooks ready to spread my foodie wings!
Two visits to Fresh so far…it’s neat to know that Tyler now has something like a Central Market, upscale, different, and very foodie. While I could afford to shop at Fresh, I would never be a regular customer at a place like Fresh or Central Market because of the added cost. The ability to sip wine or drink beer while shopping is amazing, especially in a place like Tyler Texas but I’ve not done that either.
Did anyone ever hear about the hilariosly funny lady from Hollytree (she kept telling everyone she was from Hollytree)and she refused to touch the stylus to complete her purchase because it was filthy dirty and she was from Hollytree. Guess they got her a glove????LOL Rich ladies don’t do their own shopping.
I had a great experience at Jessica’s. My massage was the best I’ve ever had. I usually leave a massage so tense that I need another massage…not so...