New Rochelle Farms Owner: Jose Filipe Opened: 2020 Cooperative: Key Food Stores Location: 465 North Ave, New Rochelle, NY Photographed: March 2020 This independent Key Food affiliate is at the far northern end of the city, completely across town from yesterday's Foodtown . And when I say it's brand-new -- I mean it opened in mid-January 2020 , and I visited in March 2020. While the store is absolutely beautiful, I worry that it might not catch on given that it seems a little more upscale than its main competition and it doesn't seem that that positioning is in demand in this neighborhood of New Rochelle. It's also just shy of half a mile from an approximately 70,000 square foot ShopRite, while this store is about 10,000 square feet. There is a parking lot in the rear, while the front-end lines the right-side wall with entrances and exits at both ends. Produce and seafood are in the first aisle, lining the front wall, with meat on the ...