SOUTH FORSYTH — A new grocery store pitched as an authentic specialty organic and natural foods store will debut Wednesday at a popular outdoor mall in south Forsyth.

Earth Fare is opening its 40th store in 40 years at 7 this morning at 3140 Ronald Reagan Boulevard in The Collection at Forsyth, after a ribbon cutting at 6:45 a.m., with specials giveaways and entertainment continuing through the weekend.

In a statement, Holly Weyler McKnight with Earth Fare said shoppers are invited into the store to experience a “curated selection of fresh, healthy offerings, all of which adhere to Earth Fare’s rigorous food quality standards.”

“These standards ensure that all items are free of trans-fats, artificial dyes, preservatives and sweeteners, and that fresh meat and dairy products are also free of added hormones and antibiotics,” she said.

The first 100 customers in line will receive a mystery gift card valued at up to $500.

Kicking Horse Coffee will offer giveaways for the first 25 shoppers, and additional prizes will be awarded throughout the morning.

All customers will receive a free, reusable shopping bag when they sign up for Earth Fare’s email and can take part in product demonstrations and samplings from more than 15 of the store’s most popular vendors.

There also will be live music, face painting, balloon artists and other entertainment.

Earth Fare was founded in 1975 in Asheville, N.C., and has since spread across the Southeast, mid-Atlantic and Midwest.

According to Derek Burnstad, manager at the new south Forsyth location, the store has a large selection of affordably-priced organic produce and food, as well as ready-to-go meal options that are “perfect for busy lifestyles. We also have an entire department dedicated to wellness.”