Monday, June 16, 2014

Is Fresh & Easy Getting “Better for You” Sowing its Wild Oats?

When the Los Angeles-based investment firm Yucaipa Companies headed by legendary investment Guru Ron Burkle bought Fresh & Easy from Tesco industry insiders including Foodservice Solutions® Grocerant Guru™ speculated that it would not be long until Fresh & Easy incorporated the halo of “better for you” from a brand that Yucaipa previously acquired Wild Oats. 
So, that’s exactly what has been happening.  Now Fresh & Easy is partnering with Wild Oats to introduce several new organic and fresh food products under the Wild Oats label.
Some of the new organic items will include “milk, almond milk, salads, sandwiches, sliced breads and hummus, all of which will adhere to USDA guidelines for organic certification, Fresh & Easy said. Prices range from $3.99 for a half-gallon of milk, a loaf of bread or 8 ounces of hummus and $5.99 for a 7-ounce sandwich to a range of $6.39 to $7.49 for a 14-ounce salad.”…
“Fresh, non-organic items from Wild Oats will include cage-free eggs, which carry a “laid-on” date; handmade tuna salad sandwiches, fresh mozzarella and original parfaits. Prices range from $3.99 for a dozen eggs or 8 ounces of mozzarella, $3.49 to $4.49 for parfaits of between 7 ounces and 8.5 ounces up to $5.99 for a 5-ounce tuna sandwich.” 
Fresh & Easy CEO Jim Keyes stated that “Wild Oats products have been a huge hit and contribute to our mission to make Fresh & Easy the preferred destination for convenient, affordable and high-quality foods.”… “We are excited about bringing innovative new products to our customers and believe that fresh is the natural evolution in organic food offerings.
Foodservice Solutions® Grocerant Guru™ Steven Johnson stated “blending Wild Oats with Fresh & Easy will edify both brands, expanding the halo of “better for you” with fresh prepared food will drive top line sales and bottom line profits.  Clearly Ron Burkle understands the consumer and food retail today.”
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