Fresh & Easy Expands Farm to Store in 24 Program

The grocery chain has partnered with local growers to bring fresh produce to stores within a day of its being picked.

July 26, 2010

EL SEGUNDO, Calif. -- Fresh & Easy Neighborhood Market 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's 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 percent of all of Fresh & Easy's produce comes from California.

"Getting produce from the farm to the store in 24 hours or less is an incredibly tricky task, which makes it important to partner with strong local growers who share our commitment to quality produce," said Justin Hill, Fresh & Easy's produce manager, in a press release. "We are working closely with these growers here to put in the extra care required to expand our Farm to Store in 24 offerings whenever we can."

To let customers know when produce is available on shelves within 24 hours from leaving the farm where it's grown, Fresh & Easy places a special logo on Farm to Store in 24 products.

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