Woolworths' supermarket at Roselands shopping centre is set to undergo a transformation, opening under local ownership as FreshChoice Roselands.
The new store will feature a modern layout and a stronger, expanded offer tailored to the Papakura community. It will be owned and operated by South Auckland retailer Purvang Jariwala, who also currently operates FreshChoice Flat Bush and FreshChoice Otahuhu.
“A local supermarket should feel like it belongs to its community, and as a locally based operator I will ensure that the store reflects the needs of the local community,” said Jariwala.
“Woolworths Roselands has served Papakura for many years, and my aim is to build on that foundation. What I love most about running local stores is getting to know customers and having a good chat. My motto has always been simple: know your customers, back your team, and earn your place in the community every day.”
Jariwala added that his FreshChoice store will meet the needs of the local community, with a tailored range that meets what locals want. Having operated nearby FreshChoice stores in Flat Bush and Otahuhu, he understands what locals expect on the shelves and the value of knowing customers by name.
FreshChoice Executive General Manager Tim Cartwright confirmed the transition after reviewing how the store can best serve the local community long term.
“FreshChoice focuses on local owner-operators bringing to life an offering specifically tailored to their community, and this transition speaks to the strength of our locally-led business model,” said Cartwright.
“Purvang is a valued member of our network, and we look forward to seeing him bring his retail experience, team focus, and tailored offer to the community.”
Cartwright added that existing team members have been consulted on the proposal, which was confirmed last week.
Jariwala will hire for several roles at FreshChoice Roselands that team members can apply for, while Cartwright's priority is to support every team member through this transition and help them continue working, either at Woolworths or the new FreshChoice store.
What shoppers can expect at FreshChoice Roselands:
- An expanded produce range with a full-service in-house butchery and bakery, and a service deli offering ready-to-eat meals.
- Grocery lines tailored to Papakura’s diverse population and various cuisines.
- Partnerships with suppliers across Counties Manukau and Franklin, alongside support for local food rescue organisations.
- Sponsorships for local schools, sports clubs, marae, and churches, alongside celebrating events like Matariki, Diwali, Christmas, and Pacific Language Week in store.
- Promotions and continued integration with Everyday Rewards.
Woolworths Roselands will close on Sunday, the 14th of March 2027, to begin its refresh, before officially reopening as FreshChoice Roselands on Tuesday, the 23rd of March 2027.
More from Woolworths here
