Fresh — aka Morton’s for the Northside!

Fresh is the new upmarket supermarket in Smithfield — closer to the North King Street end, where there’s an area where you can turn in to park. I’d been meaning to check it out and see what was on offer, and was impressed — there’s a coffee bar serving Java Republic blends, and inside seating (and planning permission up for a full cafe area next door). They carry a huge selection of bakery goods much of them from Dublin’s venerable Bretzel bakery off the South Circular Rd. Hooray for us bread addicts! There’s a huge deli counter with all sorts of premade foods, soups, salads, and a very wide selection of very good quality items of the Donnybrook Fayre/Mortons variety — imported Italian risotto rice and handmade pastas, sauces, jams, European biscuits, a cheese counter, a fresh fish counter, organic and regular fruit and veg. There’s basic supermarket stock too — paper towles, washing up stuff, etc.

Much of this is pricier than Tesco but that’s to be expected when there are lots of Tescos buying in bulk and one Fresh. But Fresh can seriously differentiate itself with quality European foods, REAL food you’d want to eat not horrible stuff, excellent premade nosh, and a very relaxing environment. Another major advantage is not having to listen to that horrible canned music blasting at Tesco or endure teenage staff leaving pallets of food all over the floor while they chat over in some corner.

Basically Fresh gets a major thumbs up — it’s much larger than Mortons for example, stocks all the same stuff as those southside places, and looks very promising. Check it out, even if only to get a Bretzel pastry and a cup of coffee. Bet you’ll be back.

1 Comment so far

  1. Justin Mason (unregistered) on March 20th, 2006 @ 6:31 pm

    Bretzel bakery bread! wow, I’m sold.

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