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Urban Fare is a supermarket chain located in British Columbia. It is a subsidiary of the Overwaitea Food Group, which, in turn, is owned by the Vancouver-based Jim Pattison Group. The chain has five locations, three located in downtown Vancouver, one at the UBC Point Grey campus, and one in Kelowna. It is part of the 'More Rewards' rewards card program as also featured at other stores in the chain such as Save-On-Foods. Urban Fare is primarily upmarket, with a focus on high-end, gourmet, organic and imported foods. In addition to selling food, most locations also have an in-store restaurant and coffee bar. Most of the stores also feature a florist, pharmacy and wide selection of prepackaged "grab and go" meals.