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CEO Jack Murphy has a high opinion of Earth Fare's produce. (David Boraks/DavidsonNews.net)

HUNTERSVILLE – Asheville-based grocery chain Earth Fare calls itself “the healthy supermarket,” and as it opened its newest store in Huntersville this week, CEO Jack Murphy said it’s hoping to win customers with its insistence on a different “food philosophy.”

Earth Fare won’t sell anything with high-fructose corn syrup, a now notorious “bad boy” ingredient in many processed foods. It emphasizes organic foods and local produce. And when it says “local,” it means it: It won’t put a local label on anything grown more than 100 miles from a store, Mr. Murphy said in an interview.

But don’t get the idea that Earth Fare is some fringe specialty market: “We’re a full-service supermarket. … I think people are going to be surprised, when they come in, with our prices,” Mr. Murphy said.

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Bulk foods on sale at Earth Fare. (David Boraks/DavidsonNews.net)

Earth Fare opened the doors Wednesday on its newest store, on Gilead Road off I-77 Exit 23 in Huntersville. Founded in 1975, Earth Fare now has 24 stores in the Carolinas, Tennessee, Georgia, Florida and Ohio. The Huntersville store is the company’s fourth in the Charlotte area. Other stores are in Ballantyne (south Charlotte), South Park, and Rock Hill.

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Jack Murphy is CEO of Earth Fare (David Boraks/DavidsonNews.net)

Mr. Murphy thinks the new 25,000-square-foot store off I-77 will draw customers from Charlotte to Mooresville, maybe farther. The area north of Charlotte was a “missing piece of the pie” in the region, and appeared to have the kinds of health-conscious consumers who would be interested in an Earth Fare.

“This is a very health-oriented, quality-of-life community,” Mr. Murphy said. “This fits into what people in these communities want.”

Earth Fare will enter a crowded market in the Lake Norman area. Larger Food Lion and Harris Teeter markets are throughout the area, and smaller specialty competitors will vie for the same business, including Fresh Market in Cornelius and Healthy Home Market in Davidson.

FRESH MADE

On Tuesday, Manager Chris Hinson was overseeing last-minute preparations for Wednesday morning’s grand opening. As of midday Tuesday, many produce bins and the meat and fish counter were still empty, as employees waited until the last minute to stock them fresh.

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Breads are baked in store. (David Boraks/DavidsonNews.net)

“Our meats, they’re cutting that today, and our seafood is delivered fresh,” Mr. Hinson said. “It can’t be stocked a couple of days ahead.”

Earth Fare has hired at least 80 people so far and eventually could employ 100, Mr. Hinson said. It seemed most were at the store Tuesday stocking shelves, cleaning floors and preparing foods. The store’s bakery and prepared food counters were busily baking and cooking, and practicing how to make the shop’s specialties.

Earth Fare has bulk and packaged foods; a broad selection of wines and beers; including popular mass-market brands and hard-to-find microbrews; and kitchen staples, from spices to oils. While the emphasis is on organic foods, it also carries popular brands (such as Cheerios) alongside organic variations of the same foods.

Most aisles also have specially designated shelves for gluten-free foods. And Earth Fare has a section for nutritional supplements – another draw for the health-conscious crowd.

DINE IN OR TAKE OUT

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Earth Fare sells local and organic milk. (David Boraks/DavidsonNews.net)

Earth Fare also differs from some other grocery stores with its emphasis on prepared foods. Counters near the front of the store make and serve fresh pizzas and deli sandwiches, sushi, baked goods, and coffees and teas. On Tuesday, the coffee counter was offering samples of smoothies and something called kombucha – a fermented tea that’s supposed to detoxify and energize the drinker.

Two rows of dining booths in front of the store, near the checkout lines, offer visitors a place to dine.

The store is hoping to draw in shoppers and diners – with at least two nights a week of specials. Every Tuesday, they’ll serve an $8.99 prime rib (all meats are antibiotic and hormone-free). Then on Thursdays (beginning this week), they’ll offer a Family Dinner Night from 4-8 p.m. Up to six kids can eat free (you read that right) with the purchase of at least one $5 adult meal.

EARTH FARE HUNTERSVILLE

10421 Boren St., off Gilead Road, Huntersville
704-875-3122
EarthFare.com ^[6] Huntersville
Hours: Mondays to Saturdays 8AM to 9PM, Sundays 9AM to 9PM

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Earth Fare has opened off Gilead Road in Huntersville. (David Boraks/DavidsonNews.net)