Redevelopment plans for Freshco site draws mixed reviews

A billion dollar redevelopment plan for the FreschCo Plaza on Market Street South in Brantford drew a mixed reaction from residents at public meeting.

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Some residents say the project, which will create 2,400 housing units, is just what the city needs. Others however, remain concerned about traffic, pedestrian safety and the impact the project will have on the area’s infrastructure.

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Richard Zimmerman, who has a stall at the Brantford Farmers’ Market, said the project will be good for Brantford.

“It will give us some decent downtown shopping, which we don’t have around here,” Zimmerman said. “I think it’s a perfect use for the area and it’s going to be great for the market because it will be easy for them to visit.”

Jarrod Clegg, an Eagle Place resident, had a different take on the proposal.

“I think this project could have had a lot of possibilities but I think we all know where it’s going,” Clegg said.

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“We’re going to have a whole lot of franchises and stores and a whole bunch of condos owned by people who don’t live here who are then going to rent them out.”

Clegg wasn’t the only one to talk about including local businesses in the development.

A board that collected written comments from visitors included one that said “Local Business! Less or no franchises, keep the money local.”

Other notes endorsed the project without reservation.

“Great project, need more of this in lower downtown,” said one.

“Love it,” said another.

The 12-acre plaza was purchased by Canadian Properties Group in 2021. The company’s plans were unveiled at a public meeting held in June 2023.

At Thursday’s meeting, residents were given an opportunity to view artist renderings of the project and its timeline. A public statutory meeting will be held in the city council chambers in March to consider the company’s rezoning application.

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Canadian Properties Officials, including Paul Rossetto, attended the meeting to speak with residents and answer questions.

“From what I understand this is the single largest project in Brantford’s history and that’s why we’re spending a lot of time getting proper feedback from all of the stakeholders,” Rossetto said. “A project of this magnitude needs to be taken seriously and consider the opinions of all stakeholders so that we do the job right for everyone.”

Although Rossetto couldn’t assign a specific dollar figure to the development he did say that it’s in the range of $1 billion to $2 billion. The redevelopment will do a lot for the city including helping draw people to the core.

“This project will generate a lot of revenue in terms of taxes, which the city will be able to use to fund city programs like social services and supporting the hospital,” Rossetto said.

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He said the neighborhood will not lose its grocery store as a result of the project.

“This is a phased project and after Phase 1 is built, businesses will be moved around the site so that no business or retailer will be shut down in this project,” Rossetto said.

The grocery store will remain where it is until Phase 1 is completed. Then it will relocate to that area of ​​the development.

There are four phases to the project and in a best case scenario it will be completed in seven years

The first phase will see the construction of student housing and rental apartments. Seniors’ housing, condominiums will be added to the site in subsequent phases and there will be 150,000-square-feet of retail on the ground floors. Other elements under consideration include a medical hub.

“Our motto is whole communities,” Rossetto said. “Whole communities stand on four pillars – live ability, work ability, education and play.”

Rossetto said this project brings all four elements to together. It also fits in with plans for a sports entertainment center proposed across the street from the redevelopment project.

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