Discount retailer Grocery Outlet plans an Oct. 2 opening at 1340 Third Ave. in Chula Vista.
It will be the 10th San Diego County location for the Emeryville-based company, with more local stores in development.
Company officials said the new Chula Vista store will employ 31 and will be owned and operated by local businessman Rick Leyva, a 41-year grocery industry veteran.
Grocery Outlet was founded in 1946 and has more than 200 locations in six states, selling bargain-priced fresh meat and produce, frozen and dry goods, and other bargain-priced items. Most of its stores are independently owned and operated by locally based families.
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