YC's Tower-ing achievement

A chain known for its convenient mini-mart is launching new, expanded stores. The first Tower Market opened this week in Yuba City.

The Bogue Road store boasts moderately sized fresh selection and reasonable prices. The 10,000-square-foot store is larger than Tower Marts, which are part of the same chain.

Tower Market is still relatively small for a grocery store, which is part of its allure, said Gary DeFraga, Tower Mart regional manager.

“It's something local that you can get to right away rather than fight traffic through town,” DeFraga said.

DeFraga said the chain chose to open on Bogue Road because there has been so much new development. Neighborhoods cropping up near Shanghai Bend are filled with exactly the sort of people who find Tower Market appealing - families with hurried parents, DeFraga said.

“We see a need for neighborhood markets,” said store Manager Scott Levie. “We have selection and quality, things most stores this size don't have.”

Tower Market has the same sort of selection available at larger grocery stores, just not as much of it. In addition to staples like cheddar and pepper jack cheeses, the store's selection includes brie and fresh parmesan.

Shoppers accustomed to Tower Marts said they were pleasantly surprised by the Produce Department, which has some organic options. It also has a full liquor selection, deli and a bakery that fills special orders.

“We're not a mini-mart by any means,” Levie said.

Before opening this week, the store was filled and locked for weeks. Levie said they were working out technical bugs and training employees. But Thursday afternoon, the first Tower Market ever was busy with customers.

Appeal-Democrat reporter Eve Hightower can be reached at 749-4724. You may e-mail her at ehightower@appeal-democrat.com.