Fresh & Easy Grows 'Farm to Store in 24' Program

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American consumers might not be willing to get their hands dirty growing their own fruits and veggies, but they increasingly want the details on where their food is coming from. That’s exactly the goal of a new program, dubbed “Farm to Store in 24,” launched by California-based Fresh & Easy Neighborhood Markets this summer.

Some of the biggest retailers in the country like Walmart and Safeway are touting locally grown food, while Whole Foods and Henry’s Farmers Markets have made it a key selling point to give consumers more information about their food’s origin and freshness.

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