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Battle for fresh food sales to take new direction

  • Fresh & Easy is closing stores in advance of launching a fresh-food convenience store chain.
  • 30 stores in California by F&E will be shuttered as part of the initiative.
  • Though details on the new C-store venture are scant, Apple store designer ADMI is reportedly working on the project.
  • Fresh & Easy is owned by P-E firm Yucaipa which bought the chain from Tesco after it bled money under the direction of the British retail giant.
  • Fresh & Easy has rebranded some stores in the U.S. under the Wild Oats banner and has been mentioned as an IPO candidate.
  • The success of the new C-store fresh food chain will be closely watched by a large number of retail and grocery companies which could partner, mimic, or ignore the concept.
  • Sprouts Farmers Market (NASDAQ:SFM), Whole Foods Market (WFM), Kroger (NYSE:KR), The Fresh Market (NASDAQ:TFM), Natural Grocers by Vitamin Cottage (NYSE:NGVC), and Fairway Group (NASDAQ:FWM) all have some skin in the game.
  • There's also Target (NYSE:TGT), Wal-Mart (NYSE:WMT), and Costco (NASDAQ:COST) which are stressing both "fresh" and "easy" with their grocery strategy.
  • AmazonFresh (NASDAQ:AMZN) and Instacart are also looking to captivate fresh food buyers with their models.

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