Fresh & Easy Holds “Pink Slime Swap Meat”

El Segundo, California based Tesco owned grocer Fresh & Easy’s held it’s “Pink Slime Swap Meat” yeserday Wednesday, March 28th. According to their press release: Fresh & Easy never has, and never will, use the ammonia-treated filler known as “pink slime” in its ground beef.

Customers could bring fresh or frozen ground beef from another retailer to any Fresh & Easy and exchange it for a package of fresh&easy (80/20) ground beef* – no questions asked. In addition, Fresh & Easy is encouraged customers to take to Facebook and Twitter to share their experiences using the hashtag #SwapMeat.

“It’s understandable that people would lose confidence in food retailers because of the use of pink slime,” said Fresh & Easy CEO Tim Mason. “Fresh & Easy has never been about shortcuts or fillers – just high-quality fresh food that we produce ourselves, so we know it’s the best.”

As other retailers scramble to remove pink slime from their shelves – one USDA scientist claimed that 70% of all ground beef sold in stores contains pink slime – Fresh & Easy is reminding customers they can always get fresh quality products they can trust.

Fresh & Easy grinds all of its own meat, using only fresh, never frozen beef – it’s that simple. All of Fresh & Easy’s products are made with the highest quality ingredients, and contain no artificial colors or flavors, high fructose corn syrup or added trans fats.

For more information about Fresh & Easy, visit Customers with questions about fresh&easy products or other ground beef products are invited to email Fresh & Easy’s CEO Tim Mason at Follow the company on Twitter at @freshandeasy and become a fan on Facebook at

*Equivalent to the amount being returned up to 2lbs. Limit one pack per person, while supplies last.

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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.