Regional independent Brookshire Grocery Co. (BGC) said last week that construction will begin this month on FRESH by Brookshire’s, a new food concept store in South Tyler, Texas, that will emphasize freshly prepared food in a more interactive environment than that of traditional grocery stores.

The location, slated to open late 2010, will employ a culinary team of more than 75 food experts and ultimately will create more than 200 new jobs in the area.

“With this store, we will strive to educate our customers and fuel their passion for food,” said Rick Rayford, president and CEO of Tyler, Texas-based BGC. “The open-concept food preparation area will be viewable by customers so that they can engage with our culinary team and not only feel good about the foods they buy, but also be inspired to prepare the recipes themselves.”

BGC has designed the store to engage “foodies” and people with a taste for something different. Food offerings — like a full burrito bar, sandwich bar, and soup and salad bar — will be prepared daily on-site, encouraging customers to visit the store frequently for freshly prepared meals not found at a traditional grocery store. Customers will be able to find the products they routinely purchase at traditional grocery chains, yet the new store will offer different brands and varieties not available elsewhere in Tyler, according to the grocer. The company’s goal is for FRESH to be the destination for freshly prepared food, the finest quality and best selection of grocery items, knowledge about selected food products, and an exciting food experience.

“We at Brookshire’s have listened to our customers and believe that FRESH will fulfill an unmet need for a local food experience that places a greater emphasis on variety, organic and natural products, quality fresh products, and convenient prepared foods,” added Rayford.

Besides traditional departments and expanded food service offerings, the 55,000-square foot store will feature a coffee/gelato bar, organic foods, bulk foods, an expanded number of health-and-wellness items, and a pharmacy.