Fresh&Easy Launches 5th Anniversary Coffee

El Segundo, California based grocer Fresh&Easy  is celebrating its 5 year anniversary with a roast (a Costa Rican Tarrazu roasted coffee). The medium roast is smooth and rich with hints of citrus and a sweet molasses finish.

Fresh&Easy worked with partners at Rogers Family Coffee Company.  Much like Fresh&Easy, the Rogers care about their neighbors and about the environment, which is why the anniversary roast is direct trade coffee. Direct trade coffee means that coffee bean farmers negotiate and communicate directly with their buyer, to ensure fair treatment and appropriate pricing.

For every bag of Fresh&Easy 5 Year Anniversary Costa Rican Tarrazu you buy, you help plant a shade tree for a coffee-growing region. Coffee beans that are kept under shade trees mature slowly, allowing the natural sugars to increase and ultimately enhance the flavor.



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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.