An independent supermarket is coming to Birmingham – and creating jobs in the process.
Roots, the birthchild of a chef and entrepreneur, is a new initiative set to become a reality in the Jewellery Quarter, in Birmingham, by mid-November.
Andrew Goldsby, the operator, will transform a 1,800 sq ft unit in the JQ into a new market on Warstone Lane.
Roots will offer locally sourced, seasonal and organic food, ready-prepared meals and cook-at-home recipe boxes made on site in a dedicated kitchen and a range of natural vitamins, supplements and grooming products.
BusinessLive, BirminghamLive’s sister title, reports there will also be around 70 dispensers akin to a pick ‘n’ mix stand, dramatically cutting plastic waste.
Inspired by markets of a similar ilk in France, Mr Goldsby says: “When I came back to England there were just chain supermarkets everywhere so I thought to myself that I would like to do something different here.”
He adds: “Looking at the site in the Jewellery Quarter, it is just in a prime location in the middle of two Tescos and it made sense to launch this there.
“I am still surprised that no-one has actually done this already and I think there’s a huge gap in the market for this type of supermarket as everyone I talk to seems to feel very negatively towards the chains.
“We are fully confident that it’s going to work, especially where we are.”
Mr Goldsby returned to his home city in 2017 after 15 years in France and was recently renovating properties before deciding to launch the supermarket.
The 42-year-old told BusinessLive he was planning to open multiple venues including more in Birmingham and had already considered sites on the Calthorpe Estate in Edgbaston.
He added: “We definitely want to do more than one supermarket, just to give the public some choice.
“The long-term aim is to take the company nationwide.
“We’re not overly ambitious but we do want to do more over the next five to ten years
“There is room for a couple more in Birmingham at least and then aiming at places like Oxford, Stratford, Worcester and Leamington Spa, those kind of towns.”