Three entrepreneurs, Niravkumar Indubhai Patel, Rakeshbhai Patel, and Kavan Prabodhchandra Sonara, are bringing a fresh approach to Flaxmere’s grocery scene, The New Zealand Hrald reported. With years of combined experience and a shared vision for community-focused retail, the trio is set to open Flaxmere Supermarket, an independent store designed to cater to the diverse cultural needs of the suburb while supporting local growers and producers.
Fresh fruit, vegetables, meat, bread, milk, and bakery items will soon fill the shelves of the new supermarket in Flaxmere Village Shopping Centre.
The opening was initially scheduled for late January but was delayed due to technical issues and the holiday period shutdown of work. The store’s launch will serve as a test of whether Hawke’s Bay’s food duopoly, dominated by Foodstuffs North Island and Woolworths, can be challenged.
The business, established in May 2024, is run by three Auckland-based shareholders—Niravkumar Indubhai Patel, Rakeshbhai Patel, and Kavan Prabodhchandra Sonara—each holding a 33% stake.
Nirav Patel expressed his intention to make the supermarket community-focused, catering to Flaxmere’s diverse cultures while offering household staples. “We are not only here to do business, we want to fit in and be part of the community,” Herald quoted.
Patel explained that he is collaborating with local producers to stock six aisles and 27 metres of freezers and chillers with a wide variety of goods. “We went to the farmers’ markets and we saw some nice bakery people and we would like their product to be in our store,” he told Herald.
With 15 years of experience in the supermarket industry and a background as an accountant, Patel is tailoring the business to meet Flaxmere’s preferences. “We saw that the community really needs a supermarket and they deserve one that caters to their needs,” he said. The supermarket aims to provide affordable pricing. “We will be the community hub so when customers come, they feel like this is their store,” Herald quoted.
The supermarket will also feature a quick food option, serving chicken and chips. Patel noted the anticipation within the community, with many peering through the windows and inquiring about the opening date. “We are excited to welcome them and show them what is happening here,” he said.
Initially, the business plans to employ seven staff members to manage shelves and operate four checkouts, with plans to expand staffing as the store grows. Patel also sees opportunities to hire students for part-time roles. “We are going to be busy here,” he said.
The announcement that TW Property has submitted a resource consent to the Hastings District Council to develop a 3460-square-metre Woolworths supermarket nearby has not deterred the Flaxmere Supermarket team. Patel acknowledged that the new Woolworths, complete with a separate retail space and 171-car parking lot, could pose challenges but remained optimistic about gaining local support.
Despite the hurdles, Patel emphasized the importance of connecting with local growers and producers to bring them on board as suppliers, ensuring the store meets community needs and expectations.
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