Natural and organic food grocery store Whole Foods Market announced this week it will open a location in Wauwatosa Feb. 24, marking the second store of its kind in the Milwaukee area.

The new 47,563 square foot grocery store will open at The Mayfair Collection, 11100 W. Burleigh St., with a "bread-breaking" ceremony — the company's version of a ribbon-cutting ceremony — at 8:45 a.m. Feb. 24.

Doors will open to shoppers at 9 a.m. and the first 500 customers through the doors will receive a Whole Foods Market Gift Card with a mystery value between $5 and $50. One customer will receive a $500 gift card, according to a news release.

"At Whole Foods Market, we have a deep passion for fresh, flavorful natural and organic foods and we are elated to open a store for the Wauwatosa and surrounding communities," said Whole Foods Market Wauwatosa Store Team Leader Ted Beres in a statement. "Whether looking for high-quality meats and poultry or everyday pantry staples, residents from the health conscious to devoted food enthusiasts will find what they're looking for. We strongly believe that food in its purest state – free of artificial flavors, sweeteners, preservatives, colorings and trans fat – is the best tasting and most nutritious food available."

The grocery store will hire approximately 120 employees for the new location. Whole Foods Market currently has two locations in Wisconsin; a Milwaukee store at 2305 N. Prospect Ave., and in Madison, 3313 University Ave.

The Mayfair Collection, a large shopping center located north of Burleigh Street at Highway 45 in Wauwatosa, opened its first phase of stores in April 2014 with anchor stores like Nordstrom Rack, Dick's Sporting Goods, Saks Off 5th and DSW, among others.

The project's second phase will be anchored by a number of upscale bars and restaurants. Verlo Mattress Factory Store and HomeGoods, a home-Decor chain, both part of the project's second phase, are likely to sync their opening dates with that of Whole Foods Market.

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