Fresh & Easy Stays Fresh!

fresh&easy
Image by tom.arthur via Flickr

Private Label Buyer just published its February issue and the cover story is an excellent article by Randy Hofbauer on Tesco’s El Segundo, California, based Fresh & Easy.

Staying Fresh in a Spoiled Economy

Fresh & Easy Neighborhood Market seeks to offer fresh, convenient private label products at prices everyone can afford.

The world was a very different place two years ago when British retailer Tesco launched Fresh & Easy Neighborhood Market in the United States. Consumer confidence was strong back then, and Tesco was certain Americans were ready to welcome an innovative new retail format: a small-footprint store offering semi-upscale fresh foods at discount prices.
Of course, few companies — including Tesco — could have predicted back then that the United States was on the brink of the greatest economic disaster since the Great Depression.
“We certainly didn’t anticipate the severity of the downturn we’re seeing on the West Coast,” said Tim Mason, president and CEO of El Segundo, Calif.-based Fresh & Easy, in Tesco’s 2009 Annual Report (analyzing Tesco’s performance in the financial year ending Feb. 28, 2009). “But we’re now adjusting to the new environment.”

Read the entire article.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.