The British Invasion
Thursday, November 15, 2007 17:11Dear Trader Joe’s,
For years, you have been the grocery store I loved. While I have had to shop elsewhere for certain items you don’t carry, I always came back to you. You always have fresh, organic produces - a little pricey but still cheaper than Whole Foods - and a quirkiness in all your stores that just made shopping fun. Please understand that I truly have enjoyed our times together, but there is now another who has crept into my grocery shopping life.
Tesco, a very well-known British retailer (also 3rd largest retailer in the world), has opened up a chain of grocery stores, Fresh & Easy, here on the west coast. So far there are only 6 stores in Southern California but more are coming. (The website link has a “Where We Are” tab that shows the current stores and where they will be opening.) The one I went to just opened a little over a week ago. It lacks your zany sense of style, but it is very clean with a friendly staff. I was happy to find this store has a combination of healthy, organic produces and the regular brand name stuff I get at mainstream markets (e.g., Amy’s frozen meals, Sun Chips, and non-food related items like Herbal Essences shampoo). Trader Joe’s, the fact that you don’t offer these items is the very reason why I had to shop at other stores in addition to yours. Fresh & Easy wins here by offering me some convenience. Also, the prices here are more reasonable. I mean, a pint of Ben & Jerry ice cream for $2.98 here is cheaper than in other grocery stores who only offer that price during a sale.
Even your strength of fresh foods is challenged by Fresh & Easy. First of all, I noticed that practically everything I picked up with the Fresh & Easy label has no preservatives or artificial flavors. It may sound silly, but I like purchasing items where I can pronounce everything listed in the ingredients. While there are Trader Joe’s labeled foods that contain no preservatives or artificial flavors, it seems like there are less and less of them each year. How fresh is it if you have to stick a whole lot of preservatives in them? Also, I love how Fresh & Easy package the produces. Instead of using non-biodegradable styrofoam like many chains, Fresh & Easy uses plastic, which can be reused or recycled. In addition, everything is labeled with a count (or weight) number and expiration date. (Please note the expiration date for most of the items I saw are within a week because there are no preservatives used.) It doesn’t matter if it’s produce like bell peppers, ready-made food like chicken breast strips, or even dessert like a fudge brownie or chocolate lava cake, everything is clearly labeled. Don’t even get me started on the bakery section. While I have enjoyed La Brea Bakery’s breads at your stores, I now prefer Fresh & Easy’s artisan breads, which are baked fresh just for them.
The only slight inconvenience about Fresh & Easy is the self-check out lane. To use a coupon, a staff member has to come over and log in and scan your coupon for you. Aside from that, I’m very happy with Fresh & Easy. They even have a very nice reusable plastic tote bag to bring back for future shopping experiences with them. When it tears, they will give us a new one. While I like the Trader Joe’s canvas shopping bag, when that tears, you won’t give me a brand new one. Trader Joe’s, you will always be the first grocery store I loved, but it’s time for me to start doing the bulk of my shopping at a new store. To show we can still be friends, I’ll stop by every once in a while to make a purchase at one of your stores.
Best wishes,
Pauline
By Pauline (see more of her posts).
Jonah says:
November 15th, 2007 at 7:43 pm
Bold words for a Southern California tradition! Does Fresh & Easy carry wine, or is TJ’s still the spot for bargain vino?
Pauline says:
November 15th, 2007 at 8:01 pm
Fresh & Easy does carry wine, though no 2-buck Chuck, the standard Mondavi, Kendall Jackson, one of Bonny Doon’s Big House brands, etc. as well as others I’d never heard of are there. Fresh & Easy also carries hard liquor (e.g., Smirnoff’s).
Jonah says:
November 15th, 2007 at 8:06 pm
Not carrying 2-Buck Chuck is probably in their favor!
Joe says:
November 15th, 2007 at 9:53 pm
Sounds like it’s worth a visit, but the name sounds a little bit like cat litter.
carter says:
November 16th, 2007 at 9:47 am
Glad to hear of your conversion.
I have always felt that TJ’s produce is seconds, meaning over the hill, and thus stopped buying any of it that comes in plastic packaging. Bananas or the cooked beets and similar are fine, yet squash, etc. are dreadful, even some with brown spots.
Can only hope fresh & sneezy will get closer to the Valley than Eagle Rock/Glassell Park.
Pauline says:
November 16th, 2007 at 11:59 am
Yes, I’m not crazy about the name either, but to paraphrase Shakespeare, a rose by any other name would still smell as sweet.
Carter - Unfortunately, it seems the closest Fresh & Easy to you will be the Simi Valley store (once it opens). They will be operating a total of 200 stores in the U.S. by February. I’m sure at that time, they will announce the next locations to expand into. Here’s hoping they pop up a couple near you.
Natural Specialty Foods says:
November 16th, 2007 at 2:43 pm
Fresh & Easy does has its own version of TJ’s “Two-Buck-Chuck.” It’s a Shiraz wine from Australia called “Big Kauhuna.” It sells for $1.99 bottle just like the TJ’s varieties.
If interested in Fresh & Easy we have numerous stories on the grocer on our blog:
http://www.naturalspecialtyfoodsmemo.blogspot.com
Enjoyed reading the writer’s first-person views of the Fresh & Easy store.
Pauline says:
November 17th, 2007 at 6:30 pm
NSF - Thanks for the info! I’ll give the Big Kauhuna a try. Here’s hoping it tastes better than 2-buck Chuck. Also, I really like your site. Lots of good info!
Evan says:
November 19th, 2007 at 9:09 am
Haven’t gone to one yet, but Tesco’s very questionable labor and marketing practices in the UK (they’re basically the Wal-Mart of the UK) are big minuses for me.
If you want to see how the British see Fresh & Easy’s parent company, this clip from the satirical BBC show Time Trumpet will tell you:
http://www.youtube.com/watch?v=lfSi0D7KESk
dean says:
November 19th, 2007 at 2:57 pm
i was disappointed with my Fresh&Easy visit…
it felt like Trader Joes meets Costco…i didnt like the big, warehouse-y feel (though it could have just been that my location is housed in an old Albertson’s with super tall ceilings). i didnt like that a lot of the dry goods were put on the shelf still in their shipping boxes, like they do in big Costco-style stores. i didnt like that ALL of the produce is individually packaged in plastic…and im bummed that they dont have any British foods.
also, i guess its nice that they have re-usable plastic bags that they’ll keep giving you… but how can you complain about the TJs canvas bag? how often do canvas bags rip??
the simple packaging on the Fresh&Easy juices and ready-made items is nice, i suppose…but i’m sticking to Trader Joes, and the Eagle Rock Farmer’s Market for all of my groceries…
JP says:
November 19th, 2007 at 3:15 pm
Fresh & Easy also offers a canvas bag if you prefer that over the reusable plastic one.
RE their version of Two Buck Chuck, Fresh & Easy offers a total of 4 wines for $2. 2 red and 2 white.
Foodman says:
November 19th, 2007 at 3:33 pm
You are also forgetting the 2 Vista Point varities a Merlot and Chardonnay.
These Napa Valley wines retail at $1.99 as well.
The one issue I have always had with TJ’s is that I drink lite beer. For a long time they had only 1 or no varities of lite beer.
At Fresh and Easy, they have my Miller Lite! Not just on a shelf but also as a 6 pack in the chiller.
Way to go!
Jonah says:
November 19th, 2007 at 7:16 pm
^Evan - That’s a pretty funny video, I like the future Prince Harry
Pru says:
November 21st, 2007 at 3:53 am
I totally agree that TJ’s doesn’t always win for convenience, but Fresh & Easy’s parent company Tesco is truly evil. Having moved from LA to London, I’d say worse than Wal Mart. Check out this report on how they treat their suppliers, it’s really just one of hundred stories I’ve read here.
Rachael says:
November 21st, 2007 at 9:44 am
Tesco is the WalMart of England….BOO. BOO. BOOO!!!!!!!!!!!!!!!!!!!!
When I lived in (the industrial north of) England, it was the only choice for cheap markets, and I still avoided it. It is just another nightmare on the landscape. (Wow, opinon much?)
-Rachael
Pauline says:
November 22nd, 2007 at 3:23 am
Wow! I’m way behind on responding to comments… sorry about that…
Evan - Thanks for the entertaining link!
Evan, Pru, & Rachael - I did a quick search on Tesco, and I totally see your point. Here’s my opinion, however… I always felt that Walmart is the epitome of evil, which is why I don’t shop there. Then I was literally forced to go to Walmart on my trip to China last year. I was surprised to find that the employees there are actually quite happy to be there. One is considered lucky to score a job there, and after walking through the store, it’s easy to understand why. It’s very different from the Walmart we know here in the U.S. I’m kind of hoping that Fresh & Easy will be the same case here. While I realize supporting Fresh & Easy means that ultimately the corporate headquarters (Tesco) will benefit, I really don’t believe in holding an offspring accountable for the sins of the father. If ever any of those awful conditions should take place at Fresh & Easy, I will crawl back to Trader Joe’s and beg for forgiveness.
Dean - Which Fresh & Easy store did you go to? It sounds like not all Fresh & Easy stores were created equally. :( I do agree that nothing tops farmers’ markets. As for the TJ canvas bag… mine had a hole after about a couple years of use… I suppose two years is a long time, but I’m still a bit bitter about that.
JP & Foodman - I will definitely pay more attention to the wine aisle on my next visit! Thanks!
Siri says:
November 23rd, 2007 at 1:24 pm
Hey Jonnah,
Tried to send u an email to add my blog to Cheww. but for some reason, the email bounced back thrice. So, thought of leaving a comment on ur blog.
Thanks and Nice post!
~ Siri
Andrea says:
December 5th, 2008 at 1:09 pm
Hi I am currently working on a documentary film and was looking to use the Fresh & Easy picture in the film. I was wondering if you were the owner of this picture and could give me permission to use it as well as a high resolution copy. Thank you.
Pauline says:
December 10th, 2008 at 9:59 pm
Hi Andrea,
I took the photo myself, and you are more than welcome to use it. The actual file isn’t at a much higher resolution. What size are you looking for?
MaxMillion says:
May 29th, 2010 at 11:14 am
I shop at the Fresh & Easy round the corner from me in Van Nuys and I love it! They stock a lot of products I am falling in love with, such as their own brand of focaccia dough and their choc & toffee covered macadamia nuts — dangerously addictive!
Like Pauline wrote, certain things — eg six pack bottles of tonic water — are cheaper than anywhere else. While I wish they stocked more organic produce, I now no longer need to go to Whole Paycheck — just TJs and Fresh & Easy and occasionally Target or Ralphs. It’s awesome!
@Jonah — “or is TJ’s still the spot for bargain vino?” — surely you have discovered BevMo? They have some great bargains on decent wine from time to time. (BTW - I never drink el cheapo vino or vile Two Buck Chuck — I’d rather drink plain water!)
LOL @ Joe — “but the name sounds a little bit like cat litter.” It really does!!