Feb 05

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At long last…Fresh & Easy has Opened

It’s been three long years since Bell Market closed on Silver Avenue and residents of The Portola began venturing afar in search of groceries. All that ended with Fresh & Easy’s grand opening on February 1st! The building and grounds have been completely renovated to welcome customers from The Portola and beyond. Wednesday’s festivities included a ribbon-cutting ceremony with Mayor Lee and others. Stop in and check out this brand new neighborhood grocer. In addition to this newest location at Silver and Goettingen, F&E also operates stores on Third St in Bayview, and 32nd Ave in Seacliff, and in one Pacifica too.

Fresh & Easy stores are known for their quick and easy shopping experience with an efficient floor plan and lighted display-cases. They call their organization “a lean, green, savings machine.” The shelves of F & E are abundant with fresh, wholesome food at affordable prices. Think of them as a hybrid between big box discounters and the trendy chains emphasizing healthy ingredients and international foods. In addition to their range of private label products (w/ no artificial colors, flavors, or trans fats) and national brands, Fresh & Easy stocks a selection of prepared meals (in small quantity sizes) and fresh baked bread from Il Fornaio.

F & E is committed to being a great place to work, a good neighbor and steward of the environment. They have a generous give back program for local schools (which will begin again in the fall) as well as a loyalty rewards program for frequent shoppers. In 2008, they were honored with the “Hot Retailer Award” by an industry council.

[Update]  If you are living near to the Fresh & Easy market they are already sending you a circular with their weekly specials and $5.00 off coupon, but if your doggie gobbled up the mail or your roomie ran off with the coupon, you can check in on the specials here.  Head over to their Facebook page for menu ideas, and special announcements like the video contest they are running right now with a chance to win $1000 !

Permanent link to this article: http://portolaplanet.com/2012/02/at-long-last-fresh-easy-has-opened/


  1. Lupe

    I had frequented the 3rd St. location, but have been shopping at the Silver Ave. location since they have opened. Really love this store, and at this point, don’t really go to Safeway much. Live on the South side of Bernal Heights, and can get to them so quickly, not to mention stopping by on the way home from work. So glad they are here!

  2. Carlin

    I was just over at Fresh n Easy this morning and discovered they have several mini areas devoted to international and ethnic ingredients. I noticed one hard to find item: beignet mix by Cafe du Monde (the New Orleans brand that evolved from their 1862 coffee shop in Louisana). Preparing “homemade” french donuts (beignets) gets a little help from the box!

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