In a calculated move to broaden its retail footprint, Afresh Marketplace Limited will assume control of operations at a prominent Kingston grocery outlet, marking its first major push outside Montego Bay.
Effective August 7, Afresh will begin operating from the Worthington Avenue location formerly run by S Foods Supermarket. The transition follows a formal lease arrangement between the two companies and reflects Afresh’s wider ambitions to reshape the food retail landscape across Jamaica.
Afresh Marketplace, known for its modern layout and polished service at Harbour City Mall in Montego Bay, is positioning this move as a deliberate step toward national presence. Managing Director Zhiqiang Lu emphasized the significance of the entry into Kingston:
“This isn’t just another branch. It’s a signal of intent. Kingston is vital to our strategy, and this location gives us the perfect launchpad.”
S Foods, which emerged in the wake of the COVID-19 downturn as a pivot from its original use as a conference centre, will exit the grocery space to focus on hospitality and real estate. Its owner, Christopher Issa, noted that the concept, while born of crisis, grew into a well-loved community staple.
“We’re proud of what S Foods became—especially its neighbourhood loyalty. But the future of this property is transformative,” Issa said, referencing long-term plans to develop a 50-storey tower on the site.
The Worthington Avenue supermarket will retain many of its core offerings in the short term, with Afresh expected to layer in its brand elements—refined merchandising, customer-centric layouts, and value-based pricing—over time. The company also hinted at integrating digital experiences into the store, though details remain under wraps.
While expansion across Jamaica’s capital is clearly on Afresh’s roadmap, Lu was quick to recognize the foundation laid by S Foods.
“Mr. Issa and his team built more than a store—they built a connection. We intend to respect that while elevating the customer experience,” he stated.
With competition intensifying among premium food retailers, Afresh’s Kingston debut may signal a new chapter in the ongoing war for supermarket loyalty—one defined not just by product, but by philosophy.
