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    Fresh & Easy Re-emphasizes Value Message

    The Tesco-owned chain put out a press release boasting of how its streamlined distribution saves fuel, reduces prices, and helps the environment.

    In an ongoing public relations campaign to reinforce its value position, Tesco-owned Fresh & Easy Neighborhood Market yesterday said it and its suppliers have streamlined their distribution models to reduce direct store deliveries, which saves money on fuel and allows the retailer to pass these savings on to customers.

    "By keeping our distribution model simple Fresh & Easy is able to save fuel and offer honest, everyday low prices on all our products," said c.e.o. Tim Mason. "Reducing fuel consumption is also consistent with our commitment to be a good steward of the environment."

    As an example of this, Fresh & Easy cited a new method of stocking stores that requires fewer deliveries, by asking suppliers to deliver directly to the company's centralized distribution center.

    To further conserve fuel, Fresh & Easy said it uses state-of-the-art technology in its shipping fleet. Its trailers feature a hybrid refrigeration vector unit to minimize the amount of diesel used to safely cool and transport store products, and also include automatic refrigeration shut-off when optimum temperature is reached inside the cooling chamber as well as a complete engine shut-off once parked at the stores.

    Fresh & Easy has 61 stores in Southern California, Arizona, and Nevada and will open its 62nd store July 2nd in Manhattan Beach, Calif.

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