Fresh & Easy and A Summer Private Brand Road Trip

Fresh&Easy TruckEl Segundo, CA based grocer Fresh & Easy is spicing up the summer with its Fresh & Easy Street Fair which will be traveling to select locations across California, Arizona and Nevada through September. The street fair features Fresh & Easy’s first-ever food truck, which will be serving a delicious menu of free items made exclusively with Fresh & Easy Private Brand products. The menu includes Southwest Chicken Tacos, Spicy Soyrizo Tacos, Thai Turkey Lettuce Wraps, Tangy Bleu Cheese Sliders and Mango Carnitas Stuffed Peppers.

Recipes and picnic tables will be available for neighbors to enjoy along with local musical acts and other exciting event features such as:

  • “Take It Easy” tent with massage therapists offering free chair massages
  • “Meals Made Easy” tent where neighbors can talk to a nutritionist about meal ideas and healthy eating tips
  • “Shopping Made Easy” with a Fresh & Easy team member on hand to help customers find all the products needed to recreate the tasty food truck menu options at home

The Fresh & Easy Street Fair will stop at about four stores a week and will be visiting other local events as it tours around. Customers can follow the F&Easy truck on Twitter at @fneasytruck, which will update where it will be daily. Events kick off this week in Los Angeles and the schedule below will be updated every week:

  • July 11 – July 14: Los Angeles
  • July 11th: Whittier
  • July 12th: Downey
  • July 13th: Norwalk
  • July 14th: Long Beach
  • July 18 – July 21: Orange County
  • July 18th: Fullerton
  • July 19th: Orange
  • July 20th: Fountain Valley
  • July 21st: Costa Mesa
  • July 25 – July 28: San Diego
  • August 1 – August 4: Phoenix
  • August 8 – August 11: Las Vegas
  • August 15 – August 18: Los Angeles
  • August 22 – August 25: Ventura
  • August 29 – September 1: Central Coast/Valley
  • September 5 – September 8: Bay Area


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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.