Brian Pealow was all smiles on Friday morning as he greeted customers and thanked staff at Pealow’s Independent, a rebranding of the former Extra Foods property.
Brian and his wife, Julia, are the store’s owners, independent franchisees who have the buying power of Loblaw behind them, but the power to tailor the product selection to their customers wants and needs.
“I grew up in a small town,” he said after a baguette-cutting ceremony officially declared his store open. “My entire childhood and teen years were spent in Ontario towns smaller than Creston. While my career took me to the city (Vancouver), I have always wanted to return to small-town living and my passion was to have my own store.”
Like so many Creston residents, he described the sensation they felt as he and Julia made the drive to Creston from Vancouver earlier this year.
“We came around the corner (on Highway 3 just before the bridge near the Wildlife Centre) and we just gasped. We felt like we were home,” he smiled.
With 100 people on staff right now, Pealow is already among the largest of Creston Valley employers.
“And we will be expanding and adding more staff as we go along,” he said. “I would love to be able employ everyone in Creston!”
When Brian and Julia first arrived in Creston they went for dinner at Jimmy’s Pub and Grill.
“We met several people that evening and immediately knew we had found home,” he said. “People here are so warm and welcoming. Since then we have met dozens and dozens of people—such good souls!”
Shoppers will quickly notice the increased selection of products throughout the store (who knew that it was possible to get fresh green peppercorns, still on the stem?), but don’t expect it to end there.
“We want to give people the shopping experience they are looking for. We want to offer the full assortment of what they need. If someone has a recipe we want them to find everything they need for it right here at Pealow’s,” he said. “When we get requests for products we will try to get those things in. We will customize this store to what the people of the Creston Valley like.”
With nearly $1 million invested in a new refrigeration system and display changes, the Pealows already have a heavy investment in their business. Customers will notice a big effort to increase the selection of organic produce, a meat cutting department to provide a fresh and appealing selection of meats. A “value wall” will feature the top 20 items that Costco sells at competitive pricing.
With his enthusiasm for small-town life, Pealow said he will be going out to meet community organizations and get to know the individuals involved.
“We are very community oriented.”
To that end, he and Julia included a cheque presentation in the opening ceremonies, and Creston Valley Gleaners representatives were on hand to accept the $1,000 donation. Pealow also announced that he will honour local veterans by creating a designated parking spot for shoppers with veteran license plates.
Brian and Julia have already purchased a home in Creston.
“People will see Julia and I working in the store,” he said. “We will be living here and be part of the community. We couldn’t be happier than to have this opportunity.”