Fresh Market's new owners are settling into life back in Whakatāne after taking over the popular produce store late last year, focusing on affordability, community involvement and homemade winter soups.

Owners Sumit Sharma and Aarti took over the business on October 29 after moving back to Whakatāne, a town they had previously called home for six years before spending time in Tauranga.

“We love the community here,” Sharma said. “We wanted to come back and be part of the community in Whakatāne.”

The couple said owning Fresh Market is their first business venture and so far they have enjoyed the challenge.

“It’s really great. We’ve had really good support from the community and the locals.”

Fresh Market continues to stock seasonal fruit and vegetables, grocery essentials, smoothies and ice-creams, while also expanding some of its offerings.

A rotating range of homemade soups is popular during the colder months, prepared fresh in-store each day.

Customers can expect a different soup daily, with flavours including bacon, watercress and kūmara, chunky vegetable, and leek and apple.

The soups are made by long-time staff member Katy Vincent, who has worked at Fresh Market for 12 years and has been creating the seasonal soups for close to a decade.

“I make them to what I think tastes good and everybody seems to like it.”

The most popular variety is cheesy cauliflower soup. Soups are available for $6.50 in a takeaway cup, or $7 with a croissant.

Sharma said supporting local producers where possible was important to the business, with locally grown produce given priority when available.

“My first priority is always local, and superior quality.

“We just started selling organic coffee, Prana Coffee, which is made locally in Matatā.”

The couple have also been working to make Fresh Market more accessible, including reviewing prices and updating the store layout.

“I would say previously the prices were quite high, and we have put our prices down,” Sharma said.

Looking ahead, the owners hope to continue expanding the store’s range of fresh produce and grocery items while building stronger connections within the community.

“We already sponsor a few local events, and we'd love to support more.”

Their long-term goal is simple.

“We want to make it a one-stop shop for our local community and our lovely customers.”