Project FreshPath: Reimagining Grocery for Underserved Communities
Austin Advisory Group FreshPath Market Rendering
Challenge:
Food deserts are still a reality in cities like Atlanta, not because of a lack of effort, but because most solutions haven’t been designed to last.or developed by teams with real world grocery experience. Traditional efforts that rely heavily on donations and fundraising often miss the mark when it comes to grocery operations, and fail to offer a dignified grocery experience that caters to all residents of the community.
Strategy:
AAG is leading Project FreshPath to reimagine how grocery is tackled in the most underserved communities across the country. Backed by nearly 20 years of grocery experience at Publix Supermarkets, we’re building the Austin Grocery Model (AGM) around three core principles: profitability, scalability, and sustainability.
This model is nothing like the traditional one-stop-shop format that dominates grocery in the U.S- it’s built to change whats considered traditional grocery. We’ve studied successful small-format grocery systems across the country and across Europe, where stores operate with intention, high turnover, and tight margins, yet still manage to serve the needs of their communities in a dignified shopping manner. The AAG team has also met with teams from Conad, Esselunga, Carrefour, and other independent operators to better understand what makes these models work efficiently.
Status: Pre-Development
The first FreshPath pilot store is planned for Grove Park in Atlanta. AAG is leading planning, vendor strategy, and overall retail execution. The long-term vision is to expand across Metro Atlanta and into rural Georgia communities, where access is limited and long overdue.
Why It Matters:
FreshPath isn’t a feel-good project or charity model. It’s about building a smart, lasting grocery solution that serves communities well and stands on its own independently. We’re not chasing trends, we’re creating a model that’s built to work and built to stay.