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Apparently the reception party FRESHCO was positive and Sobeys had the highest growth in same-store sales among major Canadian retail chains in recent years.

FRESHCO considered that the new brand and not just a substitute for Price Chopper. However, most FRESHCO stores renovated and converted from existing sites Price Chopper, only a handful of FRESHCO stores recently built or converted from other retailers, mainly doing FRESHCO de facto successor Price Chopper. The first eight FRESHCO stores launched on 12 May 2010 in Brampton and Mississauga, Ontario. By April 2012 FRESHCO expanded to 68 stores in Ontario