Thursday, December 27, 2007

Fresh & Easy Sponsors Holiday Card Recycling Program to Benefit American Forests

EL SEGUNDO, Calif. — Fresh & Easy Neighborhood Market announced a program for customers to recycle holiday cards at each store location. Proceeds from the sale of the recycled cards will benefit American Forests, a non-profit organization that focuses on planting trees in restoration areas throughout the country.

The company is a subsidiary of U.K.-based Tesco and plans to have 50 stores open in the U.S. by February and 200 by the end of next year.

The holiday card recycling program started Dec. 18, 2007, and will continue through the end of January 2008. A holiday card drop-off box is located at the front of each store location. Fresh & Easy will recycle the holiday cards and donate the proceeds to the American Forests. For every dollar donated, American Forests will plant a tree.

"We want to make it easier for customers to make more environmentally friendly decisions," said CEO Tim Mason, Fresh & Easy. "If everyone in the neighborhood brings their holiday cards back to our stores to be recycled, we can make a big difference."

American Forests is a world leader in planting trees for environmental restoration, a pioneer in the science and practice of urban forestry, and a primary communicator of the benefits of trees and forests. The mission of the organization is to grow a healthier world through tree planting and education on restoration.

"Last year, there were 1.1 million acres of National Forest in need of restoration. With increased intensity in wildfires, the need for restoration tree planting is even greater this year," said Greg Meyer, vice president of marketing and development at American Forests.

As part of the company's commitment to be a good neighbor and friend of the environment, Fresh & Easy has committed to build LEED (Leadership in Energy and Environmental Design) certified buildings, recycle or reuse all shipping and display materials, and voluntarily joined the California Climate Action Registry to disclose its greenhouse gas emissions. The company also invested in California's largest solar roof installation on its distribution center in Riverside.

Fresh & Easy Neighborhood Market is a local, neighborhood store committed to providing customers with fresh, wholesome food at affordable prices. It has 27 grocery markets open in neighborhoods throughout Southern California and in Nevada and Arizona. Fresh & Easy is a company of Tesco, the UK's largest retailer and one of the world's leading international retailers. Tesco operates over 3,200 stores across 12 countries and employs more than 400,000 people.

It's a fine idea to sponsor a holiday card recycling program to benefit American Forests. Most people simply throw their cards away, but this gives them a new purpose. With more than a million acres in need of restoration, this is a good a place as any to start and to generate awareness across the country.

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