Heirloom Market Plants Roots in Philly
Blending modern innovation and community focus, Giant Food Stores in late January debuted its new small-format Giant Heirloom Market in Philadelphia’s Graduate Hospital neighborhood in southwest Center City. At 9,500 square feet, the Carlisle, Pa.-based retailer’s urban-concept store features a curated selection of fresh, local and specialty products merchandised in distinct category departments. Among Heirloom Market’s unique highlights is a dedicated plant-based section boasting a vast assortment of fresh and frozen vegan items such as tempeh, tofu, chorizo seitan, Chao slices, Beyond Meat, Halo Top ice cream and burger alternatives from Giant’s own brand, Nature’s Promise. Rather than dispersing plant-based options throughout the store, “we’ve given it its own section,” says Paul Madarieta, director of growth initiatives. “Somebody who’s looking for plant-based can now go to one spot instead of having to travel” throughout the whole store, he says.