No matter how fertile the soil, the nature of the harvest will always be determined by the kind of quality of the seeds that are planted. With this in mind, it bodes well for American grocery shoppers that one of the more recent newcomers to the retail landscape is a branch of a company with roots deeply embedded in the ecology movement. Tesco, the US’s largest retailer and one of the world’s leading international grocers has landed on American shores and is rolling out its innovative neighborhood sized grocery stores….Fresh & Easy. In a recent study on responsible corporate practices related to climate change, prepared by Ceres, and authorized by RiskMetrics Group – Tesco was rated 78 – out of a possible 100 – one point behind highest rated IBM. Real Estate as an overall sector averaged just 27 points.

It is said that “the apple does not fall far from the tree.” In the case of Fresh & Easy and its relationship to parent company Tesco, nothing could be closer to the truth. Advancing Tesco’s long standing tradition of environmental stewardship, ethical trading and community outreach is making Fresh & Easy a welcome addition to neighborhoods throughout the greater Southwest. With the simple goal of making fresh high-quality groceries available and affordable for everyone, Fresh & Easy is being enthusiastically embraced by Communities with much anticipation and fanfare.

A commitment to green building

We are trying to set a global example by measuring and reducing our greenhouse gas emissions, helping to stimulate the development of low carbon technology and by empowering consumers by providing them with choice, value and information,” states Fresh & Easy CEO, Tim Mason. Backing up these words with action, the 500,000 square feet of solar panels on the new Fresh & Easy distribution center in Riverside, CA span the size of five football fields and are considered one of the largest roof-mounted solar installations in North America.

Not stopping there, Fresh & Easy has developed a prototype for their individual 10,000 square foot sized stores that employ the latest in sustainable building measures. As a company Fresh & Easy as joined Leadership in Energy and Environmental Design’s volume certification program, enabling them to build multiple LEED certified buildings using the same prototype.

Some of the features included in their buildings include:

• Skylights on Fresh & Easy buildings with overhead lighting that dims automatically as ambient light levels increase from natural sources.
• Increased insulation, reducing the need for heating and air conditioning.
• Night shades on refrigeration cases to keep cool air from escaping.
• Hybrid parking spaces and bike racks for employees and customers.
• Secondary-loop system on refrigeration cases designed to capture and reuse cool air.
• LED lighting in external signage and freezer cases, reducing energy use.
• Water conserving plumbing fixtures.
• Buildings constructed from environmentally friendly materials.
• Low VOC emitting finishes and materials as part of creating indoor environmental quality for customers and employees.

These innovations have resulted in making Fresh & Easy stores 30% more energy efficient than the typical supermarket (through a modeling exercise from Southern California Edison Savings by Design)

A Good Neighbor

In addition to “walking the walk” in relation to building design and construction methods, Fresh & Easy practices common sense good neighbor policies and is involved in community outreach programs.

• Fresh & Easy is a member of the California Climate Action Registry, California’s only voluntary registry for greenhouse gas emissions, and the Climate registry, a group that standardized the measurement of greenhouse gas emissions across North America.
• Every store recycles all of its display and shipping materials.
• Fresh & Easy offers only energy-efficient light bulbs in its stores.
• Fresh & Easy does not sell tobacco products.
• Fresh & Easy trucks are designed to significantly reduce noise. Trucks will not drive through school zones during student drop-off and pick-up times, and deliveries are only permitted during designated hours.
• Each store is provided with a budget to make product donations to the local neighborhood.
• Fresh & Easy aims to recruit staff from the local neighborhood.
• Out of respect for the indoor environment, Fresh & Easy uses only eco-friendly cleaning products, while keeping their stores immaculately clean and tidy.

With own-brand products accounting for over 70% of sales, Fresh & Easy Neighborhood Market recently announced plans to introduce over 200 new own-brand products by the end of 2008.

Over 80% of customers cite Fresh & Easy’s own brand products as one of the main reasons they shop the stores, based on the company’s customer surveys. Customers are drawn to Fresh & Easy by the everyday low prices and the convenience of a store located right in the neighborhood. Fresh & Easy customers also like the own-brand ready-to-eat meal options which are like what they would make at home. All Fresh & Easy products contain no artificial flavors or colors, no added trans fats and only use preservatives when absolutely necessary.

A sign of things to come

With all the legitimate “hand wringing” that is going on in our society today as the news and evidence of climate change and environmental overload keep rolling in, it’s some consolation to know that there are companies who are committed to doing their part to reduce that unfortunate trend. Clearly Tesco and their offspring Fresh & Easy are outstanding examples of companies who have seen the problem while stepping to the forefront with an offering of solutions.

This is obviously good news for those of us who are holding the vision for a reversal of environmental fortunes…and what better place to start than with the building and retail industry. Even better news however is that companies like Fresh & Easy are no longer the exception to the rule. ICSC (the International Council of Shopping Centers) recently sponsored an all green conference on Addison, TX where leaders of the retail industry came together to share their positive experiences in embracing Retail Green Agenda.

At that conference a book of the same name was given out to the attendees. It is chocked full of green building and energy management tips for the retail industry. Included in that publication were many examples of how numerous retail chains are finding that through thoughtful green insight they are not only saving big on operating energy costs. but are also seeing an increase in retail sales in the stores that employ green design principles.

Surprise…surprise…people prefer shopping in environments where the air is fresh and the isles are well illuminated by natural light. Recognizing that these same stores are taking responsibility by practicing environmental stewardship also strengthens customer loyalty. Finally…knowing that these practices are helping to ease the burden on our one and only home…Planet Earth, makes the greening of retail a win/win arrangement for all.