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Tesco-owned Fresh & Easy Neighborhood Markets in the western US announced that it is expanding its popular ‘Farm to Store in 24’ program, bringing more produce from California farms to its stores in less than 24 hours. The grocer is working with local growers to bring additional fruit such as peaches and nectarines as well as vegetables into the program as summer turns to fall.

Fresh & Easy said that its ‘Farm to Store in 24’ program “started with a simple concept: getting the freshest produce possible to its customers in the shortest amount of time. In choosing partners for the program, Fresh & Easy’s produce team identified local growers who share the grocer’s passion and commitment to bring customers high-quality food at affordable prices. All ‘Farm to Store in 24’ products come from California farms, and depending on the season, as much as 65% of all of Fresh & Easy’s produce comes from California.”

The company said that it has been “offering strawberries and table grapes through the ‘Farm to Store in 24’ program. With the table grape season in the Coachella Valley wrapping up, Fresh & Easy is now getting ‘Farm to Store’ grapes from Pandol Bros. in Delano. Andrew & Williamson (A&W) grows strawberries for the program in Ventura County and Watsonville, always within sight of the Pacific Ocean.”
KC's View:
The best marketing programs are both easily understood and have a clear value proposition. This meets both criteria.