Fresh & Easy Private Brand From Farm to Store In 24 Hours

Tesco’s El Segundo, California based, small format grocer Fresh & Easy is taking a page from its English parent and building Private Brands around more than packaged goods. They understand the value of the customer experience and combine it with locally sourced foods to create the “From Farm to Store in 24 Hours” Private Brand program. The program is a commitment by Fresh & Easy to provide its customers with the freshest produce possible and is a relevant and compelling brand proposition.
The future of Private Brand and customer engagement must extend the notion of retail owned brands beyond packaged goods to the customer experience. Retailers can and must provide engaging and authentic branded experiences that give consumers a reason to choose them over their competitor across the street.



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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.