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Fresh & Easy Survives: Same Name, Different Store?

"Fresh & Easy is back, and purportedly better than ever. The small-format grocery chain, bought out by Southern California supermarket magnate Ron Burkle, began a big reintroduction campaign this week, highlighting 'affordable organics,' 'gourmet' made-on-the-premises takeout, no artificial flavors or coloring and everything fresh as can be. Burkle's Yucaipa Cos. took 167 Fresh & Easy stores off Tesco's hands in September -- the British supermarket chain lost $1.8 billion on the venture -- and closed 40-odd stores...Despite reports to the contrary, the Fresh & Easy name survives. 'We set out to make our stores and our brand fresher, easier and more relevant to modern consumers who are looking for healthy, convenient options,' said Mike Evans, the chain's head of marketing." (business columnist Andrew S. Ross, San Francisco Chronicle, June 20)


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