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For other uses, see SuperValu.

SuperValue is a chain of locally owned and operated supermarkets in New Zealand, established in 1964. The stores are operated under franchise agreements, with franchise and group operation controlled by Wholesale Distributors Limited (WDL).[2] The franchise is owned and operated by Woolworths New Zealand[3]

History

G.U.S. (Grocers United Stores) was launched as a grocery store co-operative in 1928, and quickly opened 15 stores. Store numbers reached 167 in 1948.

The Opawa, Christchurch store became the first store under the SuperValue brand in 1964.[4] SuperValue started out as SuperValu, with no ‘e’, but following an uproar from customers about the spelling that it was quickly changed.[5]

The 1964 opening of the first SuperValue store was a turning point when New Zealand started adopting the supermarket concept from overseas. At the time this was different for New Zealand consumers, whose usual style was picking weekly groceries from many outlets.[5]

SuperValue Supermarkets was purchased by JR Rattray in 1991. Countdown, SuperValue and Rattray were purchased by Foodland (FAL) in 1993. The brands became subsidiaries of Progressive Enterprises in 1995.

In 2008, SuperValue had 39 stores, including seven in Auckland. [6] 13 in 2008[6]

There were 41 SuperValue stores in 2015.

In 2023, Woolworths Group New Zealand began the process of rebranding all SuperValue stores to FreshChoice.[7] Between 2024 and 2025, several SuperValue stores throughout New Zealand were rebranded as FreshChoice stores.[8][9][10][11] As of March 2026, there are only three SuperValue stores remaining.[1]

References

  1. ^ a b “SuperValue”. supervalue.co.nz. Woolworths New Zealand.
  2. ^ “Supermarket franchise opportunities”. FreshChoice. Retrieved 23 December 2018.
  3. ^ “Woolworths New Zealand”. woolworthsnz.co.nz. Woolworths New Zealand.
  4. ^ “SuperValue serves up 50 years with Kiwis”. SuperValue.co.nz. Retrieved 27 May 2015.
  5. ^ a b “SuperValue serves up 50 years with Kiwis”. SuperValue.co.nz. Retrieved 27 May 2015.
  6. ^ a b “Store locations”. progressive.co.nz. Progressive Enterprises. Archived from the original on 14 October 2008.
  7. ^ “New FreshChoice store for Papakura”. FCMG Business. 15 November 2023. Archived from the original on 6 March 2026. Retrieved 31 March 2026.
  8. ^ “Store rebrand offers more choice”. Otago Daily Times. Southland Express. 4 April 2024. Archived from the original on 17 April 2024. Retrieved 31 March 2026.
  9. ^ Wilkie, Freddie (7 February 2024). “Rebranding provides fresh choice”. Wairarapa Times-Age. Archived from the original on 15 May 2025. Retrieved 31 March 2026.
  10. ^ “Supermarket refresh in Methven”. The Star. Ashburton Courier. 28 August 2024. Archived from the original on 18 April 2025. Retrieved 31 March 2026.
  11. ^ “SuperValue becomes FreshChoice in Pauanui”. Property Ticker. 27 February 2026. Retrieved 31 March 2026.