New Food Store to Open in Dumbo?

"...Gothamist has learned that changes are afoot. Capitalizing on the rich Yuppie fascination with healthy eats, a new, sizeable natural food store is under construction on Jay Street - Bridge Fresh."

I think there is a definite need for a sizable grocery store in DUMBO, but an unoriginal name like "Bridge-Fresh" already has me questioning how good it will be.