Organic in a Big Green Box From Fresh & Easy

Just in time for Earth Day (coming up on Sunday, April 22nd) Tesco’s California based American cousin Fresh & Easy is giving customers more organic to love!

In the store, customers will find more organic products, many of which are fresh&easy Private Brand. The organic line includes everything from fresh&easy Organic Blue Agave syrup to fresh&easy Yellow Corn Tortillas.

The highlight of the set is the new fresh&easy Organic Big Green Box – a simple, easy and descriptive name. It’s a box filled with great organic produce – so it’s easy for customers to grab for the week and then include the contents in all kinds of meals.

The box is just $9.99 and filled with tasty organic produce (subject to change, but at this time the box comes with):

  • 1 avocado
  • 1 bell pepper
  • 1 onion
  • 1 navel orange
  • 16 oz package of Roma tomatoes
  • 16 oz bag of carrots
  • 3 lb bag of apples
  • 3 lb bag of potatoes

Here are a few ‘box inspired’ ideas from the Fresh&Easy team:

  • Soup
  • Vegetarian potato tacos
  • Couscous with onions, tomatoes, carrots and bell pepper


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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.