The colour scheme is easy on the eyes, but it still looks corporate and sterile, like a Best Buy or Staples, but instead of video games they sell boxes of salad.
This place doesn't feel like a 'market' or appear to have anything inspiring - just the predictable stock supplied through standard channels (with contracts in place that actively exclude local small producers most of the time)
The big Ontario grocery establishment is completely out of touch. I couldn't believe how depressing Toronto grocery stores were when I first arrived. It felt like I'd been transported back into the 70's. Sadly, the only grocery stores that are inspiring in Toronto are also very expensive: Summerhill Market (my favourite, but very pricey), Pusateris, the Cheese Boutique.... All too expensive for every day needs.
But,
Seattle's PCC Natural Food Coop does it:
http://www.pccnaturalmarkets.com/
Even Toronto's downtrodden poor neighbour, Buffallo NY, has a grocery store that puts anything in Toronto to shame:
http://lexington.coop/
These markets are beautiful spaces, full of life and delicious interesting things - they even smell good! They are smaller than these big stores but they have twice the variety - they just don't stock two acres of ketchup. And - get this - they are affordable, probably cheaper than Joes no-frills. And No Frills is about as uplifting as taking the subway at midnight on a Monday.
Toronto needs a good up-beat NATURAL FOOD CO-OP. Or even a Trader Joe's to fill the void.
But those monstrous lumbering old giants with NO imagination or impulse to do something interesting or inspiring for the community should stay in the suburbs, where they belong.