Sunday, December 09, 2007

A Fresh and Easy Trip

So yesterday while I was in California, I put on my "tourist to-do list" a visit at a Fresh and Easy store. This is the US version of the UK's Tesco store. I shopped at Tesco's while I was on my Field School and I was really excited to hear that Tesco was going to enter the US market. As we started to drive up, I was really excited. I started taking pictures, and people were probably thinking that I was crazy. I just wanted to have photographic proof that I was there.

We walked in and immediately I was reminded of the Tesco. They had all of these cold cases up at the front and it was laid out similarly to a Tesco. One thing that I did notice that was different was that they did not have any cashiers. They just had the U-Scan machines, which was ok because it is not that big of a store, and the average consumer of Fresh and Easy will only be picking up a few things, not usually doing their whole weeks worth of shopping.

They had many of the national brands that we are all familiar with, so that was great, but they also had many Fresh and Easy labeled items. Most of these items were organic or had attributes about them that were either guaranteed to be fresh or from products that had no extra fillers or crap in it. This is something that is carried down from mother Tesco because Tesco has a policy about providing the most natural foods possible.

The prices were amazing! Boxes of tea were $2.00, a small bottle of Fiji water was only $0.99. Many of the food stuffs had great prices. Fresh catfish was $2.99 a pound and ground beef was about $1.99 a pound. Fresh and Easy would definitely be a store that I would shop frequently.

I was hoping to see some Tesco branded items or other items that they could import from the UK, but unfortunately they did not have any. It totally makes since because it would just confuse the consumer and it would also increase the prices of the goods and would be an additional cost to the company.

One great thing about Tesco and Fresh and Easy is that they are extremely environmentally friendly. One thing that I noticed about this store is that everything was spaced out appropriately and there was no space that was not unused. This is good because it reduces energy consumption. In addition, I did not see any product on their shelves that had was over packaged, thus reducing waste.

I had a great experience at Fresh and Easy and I hope their ventures in the American Southwest are successful so they can explore outside of this region and make their way to Texas. It would be AWESOME!

You can find out more about Fresh and Easy on their website at They also have a great blog from one of the Execs at

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