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Fresh & Easy enters the Bay Area

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SAN JOSE, Calif. — Fresh & Easy Neighborhood Market has opened its first store in this California community, a development that, with another recent opening in Danville, marks the company’s entry into Northern California.

Fresh & Easy Neighborhood Market has opened its first store in this California community, a development that, with another recent opening in Danville, marks the company’s entry into Northern California.

The retailer debuted its first stores in November 2007 in Southern California and has steadily expanded in the state since, moving into Bakersfield in December 2008 and Fresno in January 2010.

"We opened our first stores in 2007 with the goal of creating a modern, 21st century grocery store," says chief executive officer Tim Mason, who was joined by local dignitaries at the San Jose opening.

"Fast-forward to today and we now have 166 stores and more than 4,500 employees. We know that our fresh prepared meals, our less processed foods and our competitive prices will be well received by Northern California shoppers."

In addition to an expanded selection of fresh prepared meals, meat and produce, the stores offer national brand products and household items at attractive prices.

Fresh & Easy, which also operates stores in Arizona and Nevada, has bolstered its connection to California in another way, adding 27 new exclusive California wines — sourced from such wine growing regions as Napa Valley, Sonoma, Monterey and Santa Barbara — to its stores. The new wines are priced from $3.99 to $19.99.


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