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Farm Direct, OC’s Newest Neighborhood Market, To Open Jan. 23 at Parkview Center in Irvine

Neighborhood Grocery Store Will Offer Global Flavors, Everyday Favorites; Festive Grand Opening Celebration Set for Feb. 6, Followed by Community Cultural Celebration and Children’s Art Mural on Feb. 8, 9

IRVINE, Calif., Jan. 16, 2014  Farm Direct, Irvine’s newest neighborhood market, is bringing fresh produce, prepared meals, artisanal baked goods and a host of global flavors and familiar name brands to Parkview Shopping Center in Irvine.

Opening Jan. 23, Farm Direct is an international marketplace in a supermarket setting that will offer popular food brands as well as premium international foods at everyday low prices.

At more than 37,000 square feet, Farm Direct’s Irvine store will serve the community with cost-effective, quality groceries while bringing diverse cultures together with flavorful, wholesome and healthy meals for the entire family.

Farm Direct also will offer a vast assortment of locally sourced offerings from some of the most highly regarded local farmers in Orange County and Southern California, with a wide variety of produce grown exclusively to commemorate the store’s opening.

“We are so thrilled to debut our first Farm Direct supermarket in Irvine,” said Kevin Nayyeri, Farm Direct’s vice president of operations. “We look forward to exceeding the expectations of our community by offering value prices for premium quality produce and groceries and by serving a wide variety of culinary tastes.”

“Farm Direct is a great addition to Parkview Center and comes from an established grocery store brand that is a top-performing supermarket in the community,” said Dan Sheridan, president of Irvine Company Retail Properties. “With its vast selection of international goods, Farm Direct will do a great job of meeting the needs of Irvine’s diverse community.”

Farm Direct is hosting a grand opening celebration on Thursday, Feb. 6, beginning with a ribbon cutting ceremony at 9:30 a.m. and followed by Asian Heritage Cultural Performances from 10 a.m. to noon.

Shoppers who spend $100 or more on groceries will receive a $25 Farm Direct cash certificate that can be redeemed on their next visit. Shoppers will also enjoy food tastings, vendor samplings and cultural performances for all ages throughout the day.

Farm Direct and The Asian Pacific Student Association of UC Irvine will host Asian Heritage Cultural Performances from 9 a.m. to 4 p.m. on Saturday, Feb. 8, and Sunday, Feb. 9. Cultural performances include a Lion Dance, Japanese Jodaiko drumming and Korean Hansori drumming as well appearances by the Korean KPop Dance Team and the Hawaiian Luau Dance Group.

As part of Farm Direct’s community commitment, the store is teaming up with Irvine Public Schools Foundation to create a community art mural called “Many Flavors, One Community.” Local school children will design and decorate paper tiles for the large mural, which will be displayed at Farm Direct for the first month the store is open. Each participant will receive a small bag of fresh fruit or vegetables to take home.

Irvine Public Schools Foundation will be the recipient of the store’s first community giving day, in which a $2,500 check will be presented to the nonprofit education foundation.

Farm Direct will blend the many tastes of its diverse community with a warm, welcoming ambiance. The store will offer a wide variety of carefully selected Asian food and authentic specialty items, providing shoppers a new, exciting and delicious perspective on Asian fare.

Farm Direct’s Asian provisions include specialty-cut, all-natural meats and seafood, a novel selection of fresh fruits and vegetables, Asian noodles, savory sauces, fresh herbs and seasonings.

In addition to offering only the freshest produce, meat, poultry and seafood, Farm Direct boasts a variety of traditional, sculpted artisan breads and sweets as well as an assortment of specialty coffees and teas.

Farm Direct’s mission to share the flavorful and healthful qualities of international cuisine extends to our lively and well-appointed International Food Court, where shoppers can find ready-to-eat international cuisine that will appeal to the broadest range of tastes. Whether you are on the go or enjoying our freshly-prepared cuisine in our relaxing and ambient seating area, you will find an unparalleled level of quality and service.

Farm Direct is located at 5301 University Drive, Irvine, CA, 92612, in the Parkview Shopping Center.  For more information, please contact (949)783-3999.

About Farm Direct 

Operating as a subsidiary of Wholesome Choice supermarket chain, Farm Direct is located in Irvine, California. The company’s mission is to provide value to the community with cost-effective, quality grocery selections, while bringing diverse cultures together with flavorful and healthy meals. With that approach in mind, Farm Direct offers a wide variety of well-known and popular American food brands as well as a diverse assortment of authentic foods and lifestyle products from Asian countries. Farm Direct supports organic and sustainable farming by selling only farm-fresh produce sourced by local purveyors.