Reporter Melina Etches says Prime Foods management were excited when they shared this news yesterday.

 The central Avarua butcher shop and grocery from this weekend will be opening its doors on Sundays in response to growing customer demand and what it says is a need for greater flexibility for busy families.

The fresh meat and produce supermarket is extending its opening hours this Sunday November 3 from 8am to 3pm.

This decision comes after extensive feedback from customers who expressed their requests  for more convenient shopping options to fit their busy lifestyles.

CEO Managing Director Daniel Forsyth said customers wanted an extra day to shop, especially those who are busy during the week.

He said the new hours will allow people to shop on the weekend without crowding their weekdays.

The new Sunday hours for Prime Foods have prompted a mixed reaction online from the local community, with the majority in favour and only a small number expressing concern about the next door church service.

Forsyth said Prime Foods has been sensitive to the cultural and religious context of the community.

“We understand that Sunday is a significant day of rest and worship for many, and as such, we carefully considered these values when deciding on the 8am to 3pm timeframe, allowing for shopping either before or after church services.

“We’ve also had open discussions with staff about their schedules, particularly for those with religious observances, to ensure that no one feels pressured to work on Sundays.”

There are no changes planned for alternative parking for Prime Foods customers while the Catholic church service across the road is being held on Sunday mornings.

“We are coordinating with neighbouring organisations to minimize any potential impact on Sunday parking,” said Forsyth.

“Prime Foods remains committed to being a good neighbour and will monitor the situation to ensure both churchgoers and customers can access parking conveniently.”

He said they have received positive feedback from customers who are excited about the flexibility that Sunday shopping offers and that many residents appreciate having another day to visit the store, especially those who find weekdays too busy for shopping.

By offering Sunday hours, Forsyth says Prime Foods meets an untapped market need within the community.

“This move not only enhances customer convenience but also strengthens our position relative to other local grocers by extending access to fresh produce, specialty products, and essential goods over the weekend.

“Opening on Sundays offers added convenience for the community, allowing families and individuals more flexibility in their schedules.

“This will reduce weekday congestion in-store, make weekly shopping easier for those with traditional work schedules, and ensure access to fresh groceries, which contributes positively to local health and well-being.”

Although the addition of Sunday hours does create some additional staffing needs.

Forsyth says Prime Foods anticipates that these expanded hours may translate into extra shifts, providing existing staff with more flexible hours and potentially creating opportunities for local hires.

“Staff schedules have been adjusted so no one has to work seven days straight, and shifts are rotated fairly,” he said.

No extra permits were needed to open on Sundays however, Prime Foods ensured to check in with the community to see that everything was in line with local expectations.

Prime Foods are open Monday – Thursday 8am – 5.30pm, Fridays 8am – 6pm, Saturday and Sunday 8am – 3pm. Sunday specials will be available in store for the month of November.

On Rarotonga, Wigmores Superstore in Vaimaanga, KAPS CITC Matavera, CITC Oasis in Nikao, CITC Kavera Central, also trade on Sundays.