EL SEGUNDO, Calif. — Fresh & Easy Neighborhood Market here opened its first two stores in Northern California on Wednesday, marking the company's first foray into a new marketing area since it entered the U.S. in late 2007 with simultaneous entries in Southern California, Las Vegas and Phoenix.
The Northern California stores are located in San Jose and Danville, both in the San Francisco Bay Area. The company, a division of Cheshunt, England-based Tesco, said it plans to open more than a dozen units in Northern California early this year.
"We opened our first stores in 2007 with the goal of creating a modern, 21st-century grocery store," said Tim Mason, Fresh & Easy chief executive officer. "Fast forward to today, and we have 166 stores and more than 4,500 employees. Today marks another significant step for our business, and we couldn't be more excited."