Farm Boy grocery chain to expand in Toronto and other parts of Ontario

OTTAWA -- Shoppers in Ottawa have headed to Farm Boy grocery stores for years, fans of its high-quality fruits and vegetables, locally produced artisanal cheeses and private-label soups and tourtieres.

With Farm Boy's commitment to both local farmers and products made by local suppliers, as well as the growing line of store-brand products, the retailer has a loyal following in Canada's capital region.

Now the chain is looking for new devotees as it brings its brand of fresh and local to the massive southern Ontario market.

Over the last two years, Farm Boy has opened stores in London, Kitchener, Brantford and Whitby.

"Each market is a little different, but at the end people want great food, great service in a friendly shopping environment," Farm Boy chief executive Jeff York said in a recent interview.

The company has avoided Toronto and its sky-high rents so far, but York has his eye on the market.

Farm Boy is working on what York is calling the chain's first "urban concept" store set to open in Ottawa later this summer with more fresh prepared food and improved options for eating it in the store. He says the smaller format amounts to a laboratory where they'll work out the design close to home before taking it to the big city.