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Fresh and Easy set to open
Tom Risen  |  09-Jul-2008

Two Fresh and Easy Markets are set to open in Apple Valley and Hesperia.

Though no construction date has yet been set for the Apple Valley location, Hesperia plans to open its doors this summer.

“We don’t have an actual date but we’re hoping mid-July,” said Kim Summers, spokeswoman for the City of Hesperia.

The El Segundo-based chain of gourmet markets is the new American arm of British-based supermarket juggernaut Tesco PLC. The stores were on hold throughout the Southwest, leaving some to wonder if they would open locally or not.

“When we heard that they were slowing opening dates we were concerned,” Summers said. “There’s nothing like it in Hesperia so we hope it will do well.”

As a result of consumer research the company will release 250 new food products this summer.

“Southern California is a natural fit for this concept,” said Brendan Wonnacott, spokesman for Fresh & Easy. “We did research on shopping patterns in the area so we designed it as a neighborhood market. Our stores are smaller to Whole Foods and we serve about a one- to two-mile radius.”

Tom Risen may be reached at 951-6232 or at trisen@vvdailypress.com.

 


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