RETAIL GIANT FRESH & EASY TO OPEN STORE IN ALPINE AT SITE OF FORMER DANIEL’S MARKET

February 1, 2012 (Alpine) –Fresh & Easy Neighborhood market, owned by British retail powerhouse Tesco, has announced plans to open an Alpine store at the site of the former Daniel’s Market. According to the San Diego Business Journal, Fresh & Easy has signed a 10-year lease to open a 22,015 square foot retail store in the Alpine Creek Town Center.

Fresh & Easy has built its brand around providing both convenience and freshness, as well as self-checkout to keep prices affordable. Parent company Tesco, one of the largest retailers in Britain, created the Fresh & Easy brand after studying the U.S. marketplace. Since opening its first store in 2006, Fresh & Easy has grown to some 150 locations in three states, including 16 in San Diego County.

Although the chain is foreign-owned, in the produce department, 65% of fresh fruits and vegetables are locally grown. Other products are a mix of important and U.S. brands.

Fresh & Easy branded products have a health orientation, with no artificial colors of flavors, no added trans-fats, and no high-fructose corn syrup. The company also offers a variety of ready-to-prepare food items as well as packaged goods. Stores also offer an “Eatwell” line with less than 25% of the daily recommended value of calories, saturated fat and sodium as well as a “Goodness for Kids” line of nutritious meals and snacks for children.

Unlike the major American-owned grocery chains, Fresh & Easy does not have unionized workers, though the chain does cover up to 75% of healthcare benefits for employees working at least 20 hours a week. According to the company website, entry level positions start at $10 an hour.

Daniel’s Market recently closed its doors, reportedly citing the economic downtown and disruption to business from Sunrise Powerlink construction for the company's demise.