Fresh & Easy Sets Up Shop in Food Desert
By pretty much all accounts, Fresh & Easy has not had
an easy time of it since the Tesco-owned chain opened in the U.S. But, a new
store opening may point to a market opportunity where the chain can use its
small store format to gain access to consumers without having to go head-to-head
with more formidable competition.
The company opened a store in South Los Angeles
on the corner of Central & Adams
Boulevard in a mixed-used development containing affordable housing units and
additional retail space. Fresh & Easy, according to a press release, identified
the site over two years as a location it was looking to open. It is one of
eight stores the chain opened in California and Arizona this month.
City Councilwoman Jan Perry, said, "Fresh & Easy is bringing
quality fruits, vegetables, meat, and wholesome foods to an area in great need
of grocery outlets and food options. I am excited to see this new urban model
here in South Los Angeles. I am proud that we can count them as a new investor
in our neighborhood."
Mary Kasper, vice president & general counsel,
Fresh & Easy, said,
"We fundamentally believe everyone – regardless of where they live – deserves
access to quality, fresh food at affordable prices. We’re also proud to bring
more quality jobs to the neighborhood, particularly in this economy. We had
hundreds of applicants attend our job fair at the local YMCA last month and
we have worked hard to hire right from the neighborhood."
Discussion Questions: Do food deserts offer Fresh & Easy
an easier path to success in the U.S.? What changes, if any, will the chain
have to make to its way of doing business to succeed in areas such as South
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