On The Up: FreshChoice Kaikohe to replace Woolworths with local owner-operator

Northlander Patrick Dudley and his wife Paula-Lee are looking forward to running the new FreshChoice supermarket in Kaikohe.

Northlander Patrick Dudley is looking forward to taking over a rebranded Woolworths Kaikohe supermarket where he began his management career over two decades ago.

Woolworths Kaikohe will open as a FreshChoice in February and for Dudley, the new owner-operator, the move takes him full circle.

It’s the same store – then called Price Chopper - where he started his first management role when he moved to Northland 21 years ago.

Dudley will run the new FreshChoice store with his wife Paula-Lee.

“It’ll be great to end up owning the store where I started my store manager career 21 years ago,” he said.

“It’s pretty surreal.

“Normally you’d have to move away from the town you live in and take whatever store is available.

“But this meant we could stay in the mid North, so it was a perfect fit.”

Currently the store manager at Woolworths Kerikeri, Dudley has been with the company for 32 years, after starting out as a store butcher in the Bay of Plenty.

Woolworths Kaikohe will close on February 15 for a refresh before being reopened as FreshChoice on February 24.

An Okaihau resident, Dudley said he was looking forward to bringing a fresh new shopping experience to the locals.

The supermarket will be family run, with Paula-Lee working full time in store, along with one of their sons.

“It’s really exciting for us all, and it feels very special, after starting out all those years ago as a butcher.

“It’s been a great career path for me and who knows, maybe for my children too.”

FreshChoice supermarkets are locally owned and operated franchises, but they operate under franchise agreements with Wholesale Distributors Limited (WDL), a division of Woolworths New Zealand.

FreshChoice executive general manager Tim Cartwright said the decision to convert the Woolworths Kaikohe store to FreshChoice was made after a review of how the store can best meet the needs of the locals, now and into the future.

“Woolworths focuses on larger stores and a broader customer segment while the FreshChoice franchise model is the best fit for smaller stores that are tailored for local customers.

“FreshChoice delivers a locally relevant range and service that is curated by the local owners, who work hard to meet the needs of the customers in their community.

“Pricing is one element of the total offer, and as such will be aligned to the local offer in that store.”

There are 32 permanent roles at Woolworths Kaikohe.

Dudley said he has recruited 24 staff so far – 26 including himself and Paula – while some staff chose not to reapply for roles.

Jenny Ling is a senior journalist at the Northern Advocate. She has a special interest in covering human interest stories, along with finance, roading, and social issues.