Eden Teva Market
Mega to open organic stores in their supermarkets
Three organic markets from Eden Teva Market will open in Mega supermarkets in Raanana, Jerusalem, Modi'in in store within store model. Eden Teva will open nine such stores in Mega by year's end
Blue Square Israel Ltd. is currently implementing a planned move to open Eden Teva organic supermarkets within Mega supermarkets. This is a new project being launched on a store within a store model.
Eden Teva Market will receive between 500 – 700 meters within three separate Mega supermarkets, in Raanana, Jerusalem, and Modi'in, according to Eden Teva Market CEO Guy Provisor.
The organic markets will employ 35 employees each. During 2011, another six branches are slated to be opened in Mega supermarkets in addition to additional free-standing branches.
Provisor noted that each new branch will be opened with a NIS 3-4 million (about $800,000 – 1 million) investment. The overall investment in the first nine branches is about NIS 32 million (about $8.5 million).
The non-organic products sold in a typical Eden Teva Market store will not be sold in the Mega branches. Customers will be offered 10,000 organic products not sold in Mega, including vitamins and cosmetics. Even though the Eden Teva stores in Mega will be run by Eden Teva Market employees, customers will not need to pay separately in the organic store, but will be able to purchase Eden Teva Market items at Mega check out stations.
Eden Teva Market was founded in 2003. Since 2007, Blue Square Ltd. controls 51% of its ownership. The integration of Eden Teva Market into Mega supermarkets is likely to raise sales and may even draw a new audience to Mega stores in search of organic products.
