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Surf and Turf Market going all-natural
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Photo by NANCY AYERS
Chef Scott Andres will oversee creation of freshly prepared foods at Wild Fields Marketplace, which is opening Dec. 1 in place of the Surf and Turf Market.
BELLEAIR BLUFFS – The Surf and Turf Market on West Bay Drive in Belleair Bluffs is being transformed into the first of what its owners say will be a brand new chain of concept grocery stores featuring natural foods.

The venture, called Wild Fields Marketplace, is a specialty all natural food store that merges the best concepts of market leaders Fresh Market, Whole Foods and Trader Joes, said manager/operator Michael Walguarnery.

“We’re combining the organic and all natural food selection of Whole Foods and Fresh Market’s focus on fresh seafood and produce with the inexpensive pricing that Trader Joe’s offers,” he said. “Our customers will find the best features of all three in one store.”

The investors who planned Wild Fields Marketplace researched the concepts of the natural foods market leaders for more than 15 months, Walguarnery said. They then paired with a company called API to design the store’s layout, style, feel and name. API is a specialty grocery store design company that has designed stores all over the world for nearly 30 years.

The new operation will feature all natural and organic foods, including fresh seafood caught on day boats from local waters, grass-fed Angus beef raised without hormones or antibiotics, and local produce. An in-store café will offer prepared items ready to eat or for takeout, under the supervision of Chef Scott Andres.

“We will offer a wide array of freshly prepared foods in grab and go format. The emphasis is on fresh, natural, and organic ingredients,” said Andres.

He previously was responsible for development of Publix’s prepared food program, and personally created over 2,000 recipes in that position. Over 60 different bulk foods, including nuts, grains and dried foods, will be available, said Walguarnery. A full bakery will turn out fresh baked cookies, pies and over 25 different breads. More than 170 natural cheeses, from local, U.S., and international sources will be offered.

The store also will feature a wide selection of craft beers and wines from top rated wineries. Work is proceeding rapidly as the Surf and Turf Market gives way to the Wild Fields Marketplace concept.

The transformation is expected to be complete by Dec. 1, Walguarnery said. The Belleair Bluffs store is expected to be the first of many planned for Florida and beyond, he said, with expansion expected to proceed at the rate of one store every 10 to 12 months, starting in 2014.
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