RiP Ultra By Henry Bury THE INTELLIGENCER The former Ultra Food & Drug s|ore on North Front Street is celebrating its 10th anniversary by changing its name and introducing aHvhole new look. I The newly-renovated 45,000square-foot store is now an A&P store. Both store names belong to the parent company, The Great Atlantic and Pacific Company of Canada, formed in 1927 and now operates more than 235 grocery stores throughout Ontario. The name change went into effect late last week and ties in with the official re-opening celebrations scheduled for Saturday. "It's really only a change in the banner name of the store because A&P is more recognized in the community," said assistant manager Michelle Hall. The King George Plaza operation will continue to be open 24 hours and employ about 130 full- and part-time people. "We are the only grocery store in Belleville to be open 24 hours which i is a convenience that a lot of our I customers appreciate," she said. Doug Brummer, senior vice-presI ident of marketing and advertising, j said the new store should prove popular with the public. "Customers will be impressed with our new store layout and fresh product selection, including our expanded bakery and floral department and our new Fresh 2 Go department," he said. -- "Everything about this store is fresh obsessed from our gourmet rfieat counter to our extensive produce selection featuring the freshest cut fruit." He said all of A&P's products are backed by its freshness guarantee it's fresh or it's free. Customers finding spoiled or expired items can return them to the customer service desk and receive a fresh item free<rf-charge. it The new Fresh 2 Go department located in the front of the store has four key areas -- a pizzeria, panini and sub shop, sushi bar and a gelato bar. Staff prepare and cook stonebaked pizza in a stone oven so customers can pick up and take home a hot supper. Classic Italian sandwiches and hand-rolled sushi are made fresh daily. At the Gelato bar, customers can indulge in one of the store's 16 flavours of Gelato that is unique to A&P and freshly made in-store. This authentic Italian ice cream recipe is lighter, creamier and lower fat than North American ice cream. Renovations started in midNovember and, following a twoweek break over Christmas, are substantially completed, said assistant manager Hall. The renovation project included the addition of the Fresh 2 Go department, a gourmet meat counter., a bigger and brighter seafood department and an expanded full floral service. "We have been open for 10 years and it was time to improve the ser- vice to our customers," said Hall, who has been with the store since its opening in March 1995. "I am proud of this store, the employees and customers for sticking with us through the challenging renovation period." All customers attending Saturday's re-opening celebrations will receive a free scoop of Gelato Italian ice cream. There will also be such fun activities for the family as face painting, live music and free balloon characters for the kids from 11 a.m. to 5 p.m.