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PriceRite plans a home in Stuyvesant Plaza Grocery to replace Latina's, Quality

Elmwood Village consumers will once again have a full-sized grocery store within walking distance.

PriceRite, a no-frills discount food retailer, is coming to the Stuyvesant Plaza on Elmwood Avenue between North and Summer streets. The value chain, headquartered in Whethersfield, Conn., is shooting for an early 2009 opening.

The store will take the place of the former Latina's Foodland Fresh, which vacated the 42,000-square-foot site in April last year.

Before that, the location was home to a Quality Markets, which closed in 2003. A Tops Friendly Markets franchise considered for the same spot never came to fruition.

But a PriceRite spokeswoman believes the company will have more staying power in what she called an "underserved" neighborhood.

"We hope our brand is powerful enough. Customers can shop with confidence," said Jeanette Castaneda, spokeswoman for PriceRite parent Wakefern Food Corp. "We try our best to keep costs as low as possible and our value is what makes us stand out."

Much like deep-discount retailers Aldi and Sav-A-Lot,PriceRite targets the "budget-conscious consumer." With tightening budgets and higher food prices, that target demographic is becoming a larger segment of the population.

Though it will not have a pharmacy, butcher or bakery, Castaneda said the store would have an impressive array of fresh fruits and vegetables, filling roughly 7,000-square-feet.

Baked goods will be shipped into the store, along with PriceRite value brand and national brand grocery items.

e-mail: schristmann@buffnews.com

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