An Australian scam from an American grocery store to the stars has influencers scrambling to dig deep into their pockets to pay the eye-watering prices.
Evra Marketplace in Newstead, Brisbane’s inner city, opened its doors for the first time last week and many customers are already comparing it to Los Angeles’ upscale Erewhon grocery store.
The store offers health products and hot and cold takeaways paid by the gram, similar to Erewhon, a favorite among A-list celebrities including Kendall and Kylie Jenner, Hailey Bieber and Australian expat Miranda Kerr.
Between products like “memory-enhancing” mushroom sprays, seaweed flakes and $1000 vinegars, its range of $17 smoothies has already proven to be a fan favourite, despite the hefty price tag.
Evra’s website boasts that its shakes contain “carefully selected ingredients, without gums or other fillers for maximum health benefits.”
The best seller is Playa Papaya, which has an extensive list of ingredients including maca, hemp seeds, cocoa beans, nut butter, and coconut kefir.
Superfoods like CBD, creatine, mushrooms, collagen peptides, colostrum, and nut butter can also be added to smoothies for $1 each.
The store has been inundated with online praise from local health and fitness influencers who have taken to social media to claim that it is close enough or even better than its American counterpart.
A grocery store inspired by star-loved American grocer Evra (pictured) has launched in Brisbane, offering fresh produce and food at eye-watering prices.
Influencer Madeleine Storace told her TikTok followers that she returned to Evra twice on opening day to enjoy the hot food selection.
“I’m so happy I don’t have to fly to Los Angeles for this,” she said.
“I’ve been to the one in Los Angeles and it’s very similar, the shelves look the same, the fruit looks the same.”
‘It’s no lie that the buffalo cauliflower was even better than the real Erewhon!’
In the video, Ms Storace ended up “spending a pretty penny” (more than $60) for just over a kilogram of food from the hot bar, but said it was “worth it”.
Fellow influencer Sarah Watson was also proud to show off her smoothie purchase.
“In my smoothie era,” she captioned the photo.
Among the fan favorites in the first week was the store’s $17 smoothie range (pictured), which many influencers are already raving about.
But not all customers are enthusiastic about Evra.
One local described the shop and, in particular, the milkshakes are “definitely a little pricey… but they’re a bit of a status symbol.”
Customers can also purchase fresh produce grown on Evra’s “state-of-the-art rooftop farm,” which is advertised as “free of chemicals, pesticides and preservatives.”
While many online were stunned by the prices, Evra’s co-director and head chef Kelvin Andrews hailed the opening week as a success.
“We have created a space where the community can come together to enjoy fresh, sustainable food while supporting local farmers and producers,” he told the Courier Mail.
Australian influencers who flocked to Erva’s American counterpart, Erewhon, praised the store for being close, if not better. In the photo, Madeleine Storace is enthusiastic about buffalo cauliflower.
Andrews added that “we need to unlearn what we have been taught about food and relearn ancient farming techniques.”
“Our farm, market and rooftop menu reflect our core values of quality, integrity and connection to the land.”
The store’s website continues to present its pantry as an “extension of a life well lived” by connecting customers with “products defined by quality, sustainability and ethical sourcing.”
“Our space serves as a portal to discovery, encouraging exploration, learning and a deeper connection with every aspect of daily life, offering you the opportunity to make informed decisions about what you put in your body, that will benefit you forever” .