Fresh & Easy Kicks Off Private Brand BBQ Contest

Fresh & Easy Neighborhood Market has launched a contest for customers to help expand its popular Private Brand side dish line. Customers can participate in the Summer Side Dish Recipe Contest by submitting their original side dish recipe at www.freshandeasy.com/bbqcontest through September 9.  The winning recipe will be announced in September, made in Fresh & Easy’s Kitchen, and sold in stores next summer.

Fresh & Easy customers who are 18 years of age or older in Arizona, California and Nevada are invited to submit a recipe, made with all fresh&easy brand products, along with a photo of the prepared dish.  A panel of judges will review the submissions and select the four best sides based on originality and taste.  The customer with the winning recipe will receive a $500 Fresh & Easy gift card along with a new grill.* The three runners up will each receive a $100 Fresh & Easy gift card and new grill.**

“We’re always listening to our customers to continue to bring new and unique products to our stores,” said Loren Mahendra, Fresh & Easy Manager of Fresh, Prepared Food. “Our summer side dishes are some of our customers’ favorites so it makes sense to enlist their creative culinary skills to help us expand this range next year!”

The winning customer’s side dish will be added to Fresh & Easy’s shelves next summer alongside some of this year’s best sellers, which include the fresh&easy Italian Deli Pasta Salad, fresh&easy Asian Sesame Slaw, and fresh&easy Fruit & Spinach Salad.

The Summer Side Dish Recipe Contest is part of Fresh & Easy’s broader summer barbeque program.  Grillmaster Neil Strawder, aka Bigmista, is grilling at various stores throughout the summer and serving Fresh & Easy’s popular Grill Pack to customers free of charge – the calendar of barbeque events can be found at www.freshandeasy.com/bbq.  Bigmista is also sharing his grilling tips through the company’s Facebook page every week, www.facebook.com/freshandeasy.

*Total prize valued at $900

**Total prize valued at $500



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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.