Fresh & Easy Neighborhood Market has announced it is expanding its ‘Farm to Store in 24’ programme, which is designed to bring fresh produce from California farms to its stores in less than 24 hours.
As summer turns to autumn, the food retailer claims it is also working with local growers to bring additional fruits, such as peaches and nectarines, as well as vegetables into the programme.
In an effort to bring “the freshest produce possible to its customers in the shortest amount of time”, Fresh & Easy’s produce team have identified local growers who share the retailer’s “passion and commitment” to bring customers high-quality food at affordable prices.
All Farm to Store in 24 products are sourced from California farms, and depending on the season, the company claims as much as 65 per cent of its produce is procured 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,” explained 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.”
This summer Fresh & Easy has been offering strawberries and table grapes through the Farm to Store in 24 on YouTube.
With the table grape season in the Coachella Valley wrapping up, Fresh & Easy is now sourcing the fruit from Pandol Bros. in Delano.
Andrew & Williamson (A&W), meanwhile, grows strawberries for the programme in Ventura County and Watsonville.
Fresh & Easy recently posted a video on YouTube about the programme.
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