'Fresh & Easy' Storming into Bay Area

By John | Published: November 30, 2007

Trader Joe's, Andronico's, Lucky, Safeway, Longs Drugs…

Enter Fresh & Easy.

If you've never heard of this particular grocery chain, it's alright.  Based in England, Fresh& Easy has recently begun opening stores in Los Angeles and Las Vegas, and looks to do the same in the Bay Area. A unit of Tesco PLC, the third largest retailing chain in the world behind Wal-Mart and Carrefour, Fresh & Easy could be popping up in the near future around California, Arizona and Nevada.

To me, they sound just like another grocery store among the several handful of the rest out there. What particularly stands out to me are those green uniforms that their store clerks are forced to wear.

Fresh & Easy has already inquired about opening up shop in locations in the Tri-Valley area, including Pleasanton, Dublin, Livermore and Walnut Creek. Sooner or later, a Fresh & Easy branch in at least one of those locations could turn into reality.  

- Joseph Natividad

(image courtesy of the Contra Costa Times)

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