New Tesco Logo Displayed at Conference

LOS ANGELES -- Tesco displayed what appears to be its planned Fresh & Easy logo for its U.S. stores at a private label vendor conference here yesterday sponsored by the British company, according to attendees, further confirming reports that Tesco plans to use the Fresh & Easy name on the neighborhood markets it will begin opening in Southern California, Las Vegas and Phoenix later this year.

LOS ANGELES -- Tesco displayed what appears to be its planned Fresh & Easy logo for its U.S. stores at a private label vendor conference here yesterday sponsored by the British company, according to attendees, further confirming reports that Tesco plans to use the Fresh & Easy name on the neighborhood markets it will begin opening in Southern California, Las Vegas and Phoenix later this year. Although the trade has anticipated that would be the name on the stores, the company has not formally confirmed it. However, vendors at the conference were given badges with the Fresh & Easy name on it, including a logo that showed a clock with an apple stem at the top and the time 4:05 on the clock face -- references to the time most people might begin to think about what‘s for dinner and the ease and convenience of the Tesco format, according to reports. Tesco officials here could not be reached for comment.