Supermarket changes name to 'Fresh Mart'

After receiving tough criticism from residents and city officials alike, the former Beach's Market site, located at 7900 Imperial Hwy, will reopen as Fresh Mart, not El Valu Food, this fall.According to one of the new store owners, the supermarket, originally slated to become El Valu Food, will open its doors in three to four months after the building's interior is completely remodeled. The new tenants, who managed a similar operation in Atlanta, Georgia before moving to the Los Angeles area, will also paint the building's exterior and add a new sign to the front of the grocery store. Ron Beach, vice-president of the family company, which owns the 4-acre lot on the southwest corner of Imperial Highway and Paramount Boulevard, said the new store owners took control of the building on July 6 after nearly three months of negotiations. "We talked to several people, but in the end their offer was the best offer we had," said Beach, who used to manage the Downey store. According to Beach, who now oversees the Beach's Market location in Rosemead, Pepe's Tacos, Crown Cleaners & Laundry, and Streit German Bakery will continue leasing space from the company. Last month, a large banner was placed on the front of the 30,000 square-foot supermarket announcing the store's arrival. Beach's Market, established in the early 1950s as Downey Farm and Home Center, closed its doors last November, citing a sluggish economy and competitive business market. Prior to its closure, the grocery store played host to several corporations and production companies who used the traditional market for a variety of commercials and films. Fresh Mart is slated to open before Thanksgiving.