They are planning to have more general produce than what Dave's & Pemberton offers. Dave's & Pemberton have more specialized foods (ie Dave's artisan cheese & homemade pasta & pemberton's upscale & organic food & gardening center). They will be selling a lot of lower priced organic items too (they have a low cost organic line like whole food's 365) & locally produced goods too.

It seems to me that they are targeting the whole foods & tj's crowd & will sell other things like paper goods (tp, paper towel, dog food, etc) than what Pemberton & Dave's sell. The owner said they take into account the area & the specialities of their neighborhood & that they chose to not compete w./ those specialities. So, they most likely will not sell homemade pasta or pasta dishes.