Fresh & Easy Private Brand Raises Money For Alex’s Lemonade Stand Foundation

EL Segundo, CA based grocer Fresh & Easy Neighborhood Market is celebrating National Lemonade Day with a two week lemonade sale and fundraiser to benefit Alex’s Lemonade Stand Foundation (ALSF). Now through September 4th, Fresh & Easy will donate 5% of the sales of its Private Brand lemonades to help in the fight against pediatric cancers.

The fresh&easy brand lemonades that are a part of this fundraiser include*:

  • Fresh Yellow Lemonade 59 oz. (now $2.50)
  • Fresh Mango Lemonade 59 oz. (now $2.50)
  • Fresh Blueberry Lemonade 59 oz. (now $2.50)
  • Fresh Raspberry Lemonade 59 oz. (now $2.50)
  • Shelf Stable Yellow Lemonade 64 oz. (now $1.99)
  • Shelf Stable Pink Lemonade 64 oz. (now $1.99)

Like all fresh&easy brand products, these lemonades do not contain any artificial colors, flavors or high-fructose corn syrup.
Fresh & Easy is also giving customers the option to donate directly to ALSF when checking out. Through September 4, every time a customer scans the barcode on the yellow lemon signs attached to the assisted check-outs, $1 will be donated to help fund cutting-edge cancer research projects as well as a travel program for cancer victims’ families.

“We are thrilled to have the support of Fresh & Easy Neighborhood Market in the battle against childhood cancer through the sale of their lemonade varieties,” said Liz Scott, Alex’s mom and Co-Executive Director of ALSF. “What better way to celebrate National Lemonade Day than by joining together with Fresh & Easy to continue the mission of our daughter, a cure for all kids with cancer.”

“We’re happy to be raising money for Alex’s Lemonade Stand Foundation with the help of our customers,” said John Burry, Fresh & Easy Chief Customer Officer. “Our goal is to help fight childhood cancers by raising awareness and supporting future research, which is why we’re donating a portion of our lemonade sales to this great charity.



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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.