Remembering “Cool Hand”
Story Compiled By: Timothy Boe
Long before organic food products found their way onto the shelves of conventional food stores the famous grin of movie icon Paul Newman was gracing the isles of supermarkets from coast to coast. Why…you might ask, would someone who had already established his legacy as Fast Eddie, Butch Cassidy, Hud and Cool Hand Luke agree to have his classic movie star mug featured on a bottle of salad dressing? Why else…to engage in “Shameless Exploitation in Pursuit of the Common Good.”
Occasionally referred to by Newman as the “joke that got out of control”, Newman’s Own, the company he founded with pal A.E.Hotchner in 1982 has become a leading premium food company offering more than 150 varieties of delicious all-natural food and beverage products. Demonstrating that he was indeed one of the world’s great recyclers…Paul Newman and Newman’s Own Foundation donates all profits and royalties after taxes for educational and charitable purposes. To date, this philanthropic effort has generated more than $250 million in proceeds which has been distributed to thousands of charities worldwide.
Two decades ago, actor Paul Newman’s dream of opening a camp for children with serious medical conditions became a reality. His endless passion and commitment to help those less fortunate, especially children, was enormous. Children whose lives are interrupted by illness are able to put their worries aside and enjoy a carefree camp experience thanks to Paul’s tireless efforts and boundless enthusiasm.
Indeed, Paul lived a life informed by his recognition of luck – but greater than that was his motivation to act on that acknowledgement, and truly make a difference. His vision helped found the first Hole in the Wall Camp in 1988, and has since grown into the world’s largest family of camps for children with serious medical illnesses, operating in Connecticut, New York, Florida, California, North Carolina, Ireland, Italy, Hungary, France, the United Kingdom and regions in Africa and Asia. Paul’s kindness and generosity has touched more than 135,000 children and it was Paul’s dream that the camps continue to thrive, providing a place filled of warmth, compassion, laughter and most of all acceptance.
Paul Newman founded The Hole in the Wall Gang Camp in 1988. This wondrous place became the starting point for what is now a global family of camps. Today, Hole in the Wall Camps restore childhood to children living with cancer, hemophilia, sickle cell anemia, HIV and other serious medical conditions. Supporters grew passionate about Paul Newman’s Hole in the Wall Camps mission, and by 1997 there were four additional camps including Double H Ranch in New York, Camp Boggy Creek in Florida, Barretstown in Ireland and L’Envol in France.
As was the case for many of Newman’s endeavors, the beginning of theAssociation of Hole in the Wall Camps Global Partnership Initiative was fairly accidental, and began with a visit to Africa. It was that very visit that compelled Newman to expand the organization. Today, a Global Partnership Initiative in Africa and Asia extend the camp experience to children living with HIV/AIDS. In collaboration with local organizations and medical clinics, the program incorporates the traditional camp model with therapeutic recreation, HIV education, wilderness awareness and conservation. Since opening in 2001, these initiatives have educated and empowered more than 2,700 children and trained over 350 local staff members in Botswana, Namibia, Malawi, South Africa, Uganda, Lesotho and Vietnam.
In the wake of the millennium, camps began sprouting everywhere. By 2007, the Association of Hole in the Wall Camps welcomed The Painted Turtle in California, Victory Junction Gang Camp; a NASCAR racing themed camp in North Carolina, Over The Wall in the United Kingdom, Dynamo Camp in Italy and Bátor Tábor in Hungary. Today, it is with tremendous pride that the Association of Hole in the Wall Camps anticipates the opening of its first camp in the Middle East. Jordan River Village in Israel will provide a traditional camp experience to children on both sides of the river, with aspirations of enhancing efforts toward peace in the region.
The organization that Paul Newman founded more than 20 years ago has created a concrete bond that will withstand time, and a sense of belonging that has become absolutely contagious. With the hopes of improving the lives of children and their families all over the world, new camps are in development in Ohio, Colorado, Washington, Japan, and elsewhere around the U.S. and the world. What began as one man’s dream has turned into a reality that has restored the joy of childhood to children worldwide. Due to Paul’s never ending commitment to the Association of Hole in the Wall Camps, his vision has impacted the lives of hundreds of thousands campers, parents, siblings, volunteers, staff members and supporters, and will continue to touch lives in the years to come.
The motto for Newman’s charitable organization that obviously revealed his inner heart is “for children with serious illness, laughter is the best medicine.” Taking him at his word, Newman’s life has suggested that laughter is also the way that he would like to be remembered. So in memory and recalling his “king of cool” demeanor, we end with the following story.
A Michigan woman and her family were vacationing in a small new England town where Paul Newman and his family often visited. One Sunday morning, the woman got up early to take a long walk. After a brisk five-mile hike, she decided to treat herself to a double-dip chocolate ice cream cone.
She hopped in the car, drove to the center of the village and went straight to the combination bakery/ice cream parlor. There was only one other patron in the store. Paul Newman, sitting at the counter having a doughnut and coffee. The woman’s heart skipped a beat as her eyes made contact with those famous baby-blue eyes.
The actor nodded graciously and the star struck woman smiled demurely. Pull yourself together! She chides herself. You’re a happily married woman with three children, you’re forty-five years old, not a teenager!
The clerk filled her order and she took the double-dip chocolate ice cream cone in one hand and her change in the other. Then she went out the door, avoiding even a glance in Paul Newman’s direction. When she reached her car, she realized that she had a handful of change but her other hand was empty. Where’s my ice cream cone? Did I leave it in the store?
Back into the shop she went, expecting to see the cone still in the clerk’s hand or in a holder on the counter or something. No ice cream cone was in sight.
With that, she happened to look over at Paul Newman. His face broke into his familiar warm friendly grin and he said to the woman,
‘You put it in your purse.’
Mother Earth…The “Independent” Candidate
Mother Earth…The “Independent” Candidate
Editorial By: Timothy Boe, NCARB, AIA
In recent times most of the civilized world has come to agree that the fragile eco-system of our planet has been violated. How she will recover from this toxic indiscretion is largely left up to us. After years of intellectual and partisan political disagreement it has come to be acknowledged in varying degrees that the damage is due to the presence of our civilization and it’s unawareness of the damage being inflicted. Some contend that the footprint of man is the primary cause…others concur… but only to a lesser degree. In either event…both agree that we are at cause and therein lies our salvation. If we initiated the damage in the first place, then we can surely be a factor in the restoration.
Thankfully Mother Nature is wondrously resilient in her self-healing capabilities. This is clearly evident in the microcosm of humankind. Once the cause of an affliction is removed and the necessary repairs made, the human body has demonstrated amazing restorative powers. As quantum physics has recently attested…adding credence to what the mystics have been saying for thousands of years…everything is literally one and the same thing. In this we may take solace, because if human bodies can heal, so too can our planet.
If a person falls and breaks a leg they go see a doctor. The doctor puts the bone back in place and if it is not further disturbed it will by some unknown process mend itself back together. This mysterious phenomenon is referred to by many names. For the purpose of this article, let’s just call it the “Nature” of things.
We as a civilization have recently been made aware that there is a patient in dire need of our care. Ironically we are in all actuality a very real extension of what that patient “is.” Accordingly, and in a very real sense what we are being asked to do is to heal ourselves. Before we can begin this process however we must first cease doing the damage to our collective selves and then join together as a people so that we may express our inherent holistic nature. One of the great epiphanies being offered as a gift by our Mother Earth if we will only hear her message is that there really is no truth in duality. We are one People…we are one Earth.
In examining the range of causes that contribute to the affliction currently being experienced by our planet, the construction of our built environment is high on the list. This does not necessarily mean that building communities and erecting structures is an inherently bad thing…it simply means that it must be done wisely and with respect for the impacts that are reverberating from such activity. Should thoughtful care be taken there is ample reason to believe that our civilization may enjoy the fruits of creative planning and design as our society lives in harmony with the natural environment.
As an architect I personally feel a mixture of exhilaration at being in a position to immediately effect positive change, while at the same time sensing an apprehension at the prospect of moving into uncharted waters. Interestingly enough this feeling of pause stems not from any doubt that the design profession is capable of coming up with the appropriate answers, but rather from concern that our political infrastructure may not be set up in such a way as to accommodate the changes that such answers might bring.
The American Institute of Architects (AIA) acknowledges that half of today’s global warming greenhouse gasses come from buildings. The AIA is also calling for immediate action by the building sector and they have adopted an “Architecture 2030″ plan which would call for the reduction of new building energy consumption by 90% by the year 2030. This same plan also calls for a net zero level of greenhouse gas emissions by 2035. At the same time the President’s 2006 Solar America Initiative calls for architects and builders to design and construct new zero energy buildings by the year 2015.
As good as these measures may sound, one may still be left wondering whether our lawmakers will be poised to do their part in helping to achieve those goals. With only a matter of weeks left before the election of a new US President, partisan sniping is in evidence on every front. This past week what has been referred to as a piece of “landmark” legislation was adopted that will provide $700 billion for a collapsing banking industry…but not without epic levels of posturing and finger pointing by our elected officials. Congress blames the administration and they point back. I as a citizen can’t help but to wonder how one branch of our government could claim to be so oblivious to what the other branch has been doing.
Are we being asked as a people to believe that the recently exposed corruption and excess on Wall Street could run rampant while an entire half of our government represented by one or the other of the political parties might not have been aware of it? Consider for a moment the implications of the statements currently coming out of Washington DC. If either party is responsible for the financial mess then aren’t both parties just as culpable? I think it’s fair to say that not a pin drops in the corridors of power that does not resound throughout all of Capitol Hill.
The very least that the American people should expect of our elected officials is that in times of crises they can set partisanship aside and work as a cohesive whole. Yet it seems that both parties need to be reminded that this crisis should be embraced as an opportunity to demonstrate to the American people how government can rally to the problem and act as a cohesive whole in a time of emergency. Too often this predicament which has effected the lives of millions of people has been used as a political “soapbox” from which to shout out blame in the direction of the other party.
Architecture is a process involving the activity of design…which taps into creativity…which can lead to innovation. Laws…such as in the laws of physics are embraced in architecture. Physical laws describe the boundaries in which the play of creativity dwells. These laws are reliable…infallible and therefore may be trusted. Architecture, design, innovation, creativity…all require a venture into the realm of the unproven…resulting in concepts that return to anchor themselves in those laws which are known. This process is critical to acknowledge as it describes both innovation and invention, which ultimately will lead to answers as to how the building profession will be able to attain the lofty goals being mandated by our ailing Planet.
The “Laws of Man” however are the product of a different process. Well meaning in that they are intended to protect, they mostly rely on precedent set by previous laws. Out of the recognition that these previous examples may not be appropriate for a current application, the door is opened to subjectivity. Enter the concept of a judge…someone to interpret precedent in search of a current truth, or justice. To the degree that adherance to the past rules the day, innovation and creativity recede. This is for the best…no one wants to stand before a “creative” judge. Yet if you look at the laws that have been spun around the building profession it’s easy to see that architect, developer and builder alike have been hamstrung by laws created by others from outside the profession.
The conundrum in this situation is that the building profession as a whole has now been handed the baton and told to run hard for the finish line. Research on climate change indicates that the clock is rapidly ticking down…unaffected by the ongoing debates in the Capitols of our country. Lawmakers in the meantime will need to expedite their process in order to keep up with and facilitate any meaningful progress. They’ll never be able to do that if they treat the situation like a one legged race…both parties will need to work as a team in the quest of bi-partisan solutions.
The concept of sustainable design is deeply rooted in the canons of teamwork. The fundamental principals call for every participant…architect, client, engineers, builder, etc to work together from start to finish. Even the garnering of points in the LEED system (Leadership in Energy and Environmental Design) requires involvement of the LEED advocate all the way through the project from beginning to end. I would suggest that this process on the larger scale should be expanded to include lawmakers as well. The design profession should not be left petitioning for the attention of elected officials as if they were lobbyists huddled outside their door. They should be invited in and given an integral part of the lawmaking decision process as it relates to sustainable design legislation.
How many lawmakers really know what it looks like to take a building project from A to Z? Those who do might ask what incentive the profession has to try new and promising green systems and solutions that have not yet been tested over time and shown as being “bulletproof” to litigation? While other artists enjoy a lifetime of residuals from their creative products, architects look forward to ten years of liability. How can this anomaly be balanced in a society that is demanding new creative solutions to the verifiable global problems that currently exist? What protection from frivolous lawsuits can be expected as “smart” community planning calls for mixed uses, higher density urban cores…all leading to the inevitability of homeowner associations? On which side of the issue were the lawmakers when the excesses of frivolous and expensive litigation drove the cost of a solution to “affordable housing” in the form of attached home ownership beyond the realm of affordability?
A building project starts out as an idea…a vision. After being articulated by the design team it then begins it’s long journey down the gauntlet of committees, review by municipal bodies, etc. At any stop along the way the project may implode for any number of reasons. One of the great “project stoppers” is the inclusion of new technology, assemblies and systems. Yet ironically it is in these new innovations that the real long term hope for sustainable solutions resides.
Throughout this political season there have been frequent references to the importance of this particular election. From the environmentalist’s perspective this may be true. I would prefer to use the word “is” in this context, but if it is true I believe that it will be so because of the increased awareness by the American people regarding the folly of excessive partisanship. This country was surely not founded on the premise of two political factions constantly waging war within our borders. The green movement calls for a return to a basic core wisdom…a more efficient and responsive government requires a recognition of the same virtue.
There is currently a lot of work to be done in order to rectify the damage sustained in the past century by our eco-system. The headlong charge encouraged by the Industrial Revolution has been identified as one of the main culprits in the unwitting assassination attempt on Mother Earth. As we collectively scramble to consolidate today’s progress with planetary concerns, let’s not forget that politics as we know it was largely forged during that same past period of time.
Now that we rally to take her out of “harms way” let’s turn to the example of Mother Earth as a healing presence and apply those lessons to the task at hand. This period may yet go down in history as an historical time, as well as an important election year. If we as a people are able to assimilate the lessons of the past to be used as stepping stones to the future it may also mark a time when we ceased thinking of ourselves as two countries and began to operate as one.
Timothy Boe is an architect and founder of BOE ALLIANCE INTERNATIONAL. With almost forty years of experience in the design and building industry, Mr. Boe brings a vast knowledge of numerous building types, as well as a considerable body of experience in urban design and planned communities. During his long career, Mr. Boe has been involved in numerous environmentally related projects, including several that have been bestowed awards for thoughtful re-use of “brownfield” properties, innovative planning solutions and adaptive re-use of properties involving lead base paint, asbestos abatement, site clean-up, wetlands enhancements and the creation of wildlife sanctuaries for threatened species. Mr. Boe has also served continuously since 1989 on the Board of Directors for Windwalker International… a sustainable alternative energy company.
The Levitt Galaxy is Expanding
The Levitt Galaxy is Expanding
By: Timothy Boe
Dusk settles in at the end of a warm Summer’s day and as a canopy of stars begins to dot the sky above…two more new stars twinkle back brightly from the Earth below. The vision of Mortimer Levitt to provide ”Free Music Under the Stars” continues to unfold with the opening of the Levitt Pavilion in Arlington, TX and the Levitt Shell in Memphis, TN. Levitt always had a passion for outdoor music “under the stars”…to him it was pure magic. Mortimer’s desire was that others might also share in that thrill. This desire inspired him to sell the company he had owned for 60 years on his 90th birthday, therefore endowing his foundation so that it could build Levitt Pavilions around the country.
I doubt that Mortimer Levitt was aware at the time that he was engaged in what might be considered a “green” practice. He just knew that listening to music with friends and neighbors in a park-like setting under the stars had always brought him a great sense of joy and it felt natural for him to want to share it with others. So natural in fact, that Levitt designed a high school course called “From Rock to Bach,” which has been taught at Lawrence Long Island High School for several years. He also helped fund a marching band at the same school, which goes to Disney World In Florida to perform every year.
An avid benefactor in a wide range of the arts for much of his life, his special affinity for the outdoor shared music experience probably sprouted roots when as a 12-year-old Mortimer would visit his father at work on Coney Island. While attending the nearby Luna Park in the evenings he could hear the music emanating from the rides and restaurants. He was enchanted by these early experiences and carried these impressions with him his entire life.
It was on July 12, 2005 at the age of 98 that Mortimer Levitt passed away from this Earth, but not before deeply planting his gift of shared music so that it would continue to grow and flourish after his departure. Today that same gift is tended by the loving hands of his wife Annemarie Levitt and daughter Elizabeth Levitt Hirsch. They, working in conjunction with a committed and enthusiastic team comprising the Mortimer Levitt Foundation, continue to gracefully enact the vision that has been entrusted into their care.
Elvis was in the House!!!
Built in the City of Memphis, TN in 1936 by the depression-era WPA, the Memphis Shell in Overton Park was the venue for many memorable orchestra performances, light opera, and musicals. Perhaps the most significant evening however was on July 30, 1954 when a young Elvis Presley took the stage before the headliner Slim Whitman. Elvis went on to steal the show in what music historians refer to as the first ever Rock and Roll Show. Elvis later went on to…well…you know!
The Overton Park Shell went into a decline over time and languished until the Levitt Foundation came along to breath the life back into it. Fully restored, improved and poised to once again provide a place for families and friends of all ages to meet and experience 50 nights of free music every year, The Levitt Shell as it is now called is set to have it’s ribbon cut at a gala event on Friday, October 10 at 7:30 p.m. If you happen to be anywhere near Memphis…you now know there’s only one place to be!
Music by “Big D”
The City of Arlington, TX., near Dallas is the location of the new “state of the art” sporting complex that will be home to the world famous Dallas Cowboys Football team. Prestigious as that may be…it is also now home to the soon to be world famous Levitt Pavilion! Built in Founder’s Park…the entertainment focal point for the City of Arlington…even Cowboys owner Jerry Jones and his wife Gene came by to drop off a check for $85,000 to help the Levitt Pavilion get up and off the ground. And up it is…the Levitt Pavilion in Arlington held it’s Grand Opening on September 26 and will be providing 50 nights of free music “under the stars” for the pleasure of friends and families alike.
In keeping with the Levitt tradition, each night will provide a different genre of music. Located right across the street from City Hall, the Levitt enjoys the dynamic of pedestrian friendly access, immediate access to public transportation and the prospect for public assembly. As contributors to the goal of greening our down-towns, all the Levitt Pavilions are a “model citizens.” By providing entertainment hubs conveniently located and open to the public at no charge, Levitt represents a lofty and very green goal attained.
Other Levitt Pavilions already established and featuring entertainment per their Summer schedules are… Pasadena, CA…Westport, CT…MacAurthur Park in Los Angeles…and soon to be, Long Beach, CA.
As these venues represent but a partial expression of the Levitt vision…other communities are also being considered and may qualify to become home to future Levitt Pavilions. The following links will take you to the appropriate web sites that will provide you with all the information you will need to have your community looked at with the prospect of creating another star in the growing galaxy of Levitt endowed entertainment opportunities.
History of The Mortimer Levitt Foundation
Levitt Pavilion Development Guidelines
Schedule of events:
Levitt Pavilion – MacArthur Park – Los Angeles, CA
Levitt Pavilion – Pasadena, CA
Fresh & Easy…and Green!
Fresh & Easy…and Green!
By: Timothy Boe
No matter how fertile the soil, the nature of the harvest will always be determined by the kind and 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 UK’s largest retailer and one of the world’s leading international grocers has landed on American shores and is rolling out it’s innovative neighborhood sized grocery stores…Fresh & Easy.
It is said that “the apple does not fall far from the tree.” In the case of Fresh & Easy and it’s 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.
What they are saying…
“People line up outside the new Fresh and Easy grocery store at 15230 Vanowen St. in Van Nuys CA. before it opened it’s doors for the first time on Wednesday, August 6, 2008. (Hans Gutknecht/Daily News)The British invaded Van Nuys on Wednesday, when U.K.-owned grocery retailer Tesco opened its first Fresh & Easy market in the San Fernando Valley. Drawn by the promise of fresh and wholesome food at affordable prices, hundreds of shoppers flocked to the neighborhood store at Vanowen Street and Sepulveda Boulevard. After stocking up on both name- and store-brand items, shoppers rang up and bagged their own groceries at self-checkout stations.” (www.dailynews.com)
“On the heels of opening six new stores in July, Fresh & Easy Neighborhood Market said it received over 10,000 applications for jobs in the past month, and the number of people applying to work at Fresh & Easy has nearly quadrupled since May. ‘With every store we open, we are bringing new jobs that pay well and offer great benefits,’ said Tim Mason, Fresh & Easy c.e.o. ‘We’ve put a lot of effort into treating our employees with respect and valuing them as people. Our efforts are clearly paying off with the continued increase in people wanting to work with us.” (www.progressivegrocer.com)
“A middle-aged shopper at Point Loma’s Fresh & Easy Neighborhood Market plucked a box of butter from the shelf yesterday and peered with a puzzled expression at the unfamiliar brand. ‘That’s Irish butter, madam, you can’t do any better,’ said Fresh & Easy Chief Executive Tim Mason, his crisp British accent ringing through the aisle.” And into the basket it went. The 10,000-square-foot Point Loma store, which was mobbed during the grand opening yesterday by coupon-clutching shoppers, is the seventh to open in the county since November.” (www.signonsandiego.com)
“No, it seems that the majority of retailers that are serious about their hooch come in buildings the size of airplane hangars. Everyone knows about Trader Joe’s solid selection of value-centric wines, but recent visits to Fresh & Easy also made me sit up and take notice. The company boasts many wine exclusives like Trader Joe’s, one being delicious Pink Flamingo Rosé, a dry-styled pink from south Australia that is made of 100 percent shiraz. Exotic Recoleta Malbec from Argentina and top-notch Reflexion Rioja Reserva, a rich Spanish red, are also recommended. Wine guru Robert Parker even gave Reflexion 90 points during a recent critique.” (www.eastvalleytribune.com)
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 has 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.
In-store recycling available 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 for greenhouse gas emissions across North America. www.climateregistry.org
Every store recycles all of it’s display and shipping materials
Fresh & Easy offers only energy-efficient light bulbs in it’s 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 at 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 2008 Food Market Institute U.S. Grocery Shopper Trends study recently found consumers are increasingly interested in what is in their food. For example, at least half of shoppers scan food items for trans fat content when deciding to purchase a product. Consumers are increasingly seeking ready-to-eat meals, with more than half of the shoppers surveyed interested in more convenient food options. The study also notes price is the most important factor in making decisions about purchasing a particular food item.
“People increasingly want food that is more like they would make in their own kitchens,” said Tim Mason, Fresh & Easy CEO. “At Fresh & Easy, we are able to offer fresh, wholesome products at incredible prices without the additives and preservatives they don’t want. Our products are a win-win for customers.”
Great food you can trust
Fresh & Easy believes everyone deserves fresh, wholesome food at affordable prices.
Each store will offer a carefully selected range of Fresh & Easy label and national brand products at affordable prices, including high-quality meat and fresh produce.
Private label Fresh & Easy products contain no artificial colors or flavors, no added trans fats, and only use preservatives when absolutely necessary.
Fresh & Easy eggs are cage-free.
Fresh & Easy’s milk and butter come from California cows that have not been treated with the growth hormone rBST.
Produce is packed, date-coded and delivered daily so you know it’s fresh.
Fresh & Easy aims to source locally wherever possible. For example, over 60% of its produce comes from California..
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 in Addison, TX where leaders from the retail industry came together to share their positive experiences in embracing the Retail Green Agenda.
At that conference a book of the same name was given out to the attendees. Chocked full of green building and energy management tips for the retail industry, BOE Eco-tects purchased a couple cases to pass out to interested parties…and they went like hotcakes. You may order your own copy from ICSC by clicking here.
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.
Fresh & Easy invites you to share your thoughts at: www.freshandeasy.com/yourthoughts …you may access their store website at: www.freshandeasy.com
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