Fresh & Easy market halts construction

Representatives of the Fresh & Easy market chain were honest and forthright in a presentation and question and answer session held July 25 at the Fallbrook Community Center in regard to the store they have planned in the 1100 block of South Main (former Do-It Center location). Residents asked company representatives why construction has come to a standstill.

Store representatives say they have been entangled in bureaucratic red tape regarding two matters: the store’s liquor license and the county’s Transportation Impact Fee (TIF). Despite a recent decision by the Department of Planning and Land Use (DPLU), they say the consensus of many Fallbrook residents is that they welcome the idea of a Fresh & Easy store in the neighborhood.

The representatives said that although the store is slated to open in early October, county-level problems may cause a substantial delay if not rectified in a timely manner.

“We are committed to having a store here,” said David McCombs, vice-president of The Bergman Companies, a consulting construction company retained by the chain.

Representatives say that although alcohol will be less than 10 percent of their stocked business, it is still an intricate item for a grocery store.

“When we were in the process of construction, we were told by the Sheriff’s Department [commander] that he was going to sign a PCN

letter, which was what started all of this, and that they were going to approve the alcohol.” Midway through the process, the Fallbrook commander was transferred and his replacement has denied the request for a PCN letter. The area in which the store is located is supposed to have a maximum of four establishments permitted to sell liquor; currently, there are seven.

Although this site used to house a grocery store – Alpha Beta – the county also requires that Fresh & Easy pay a TIF, as they are re-opening the site as a grocery.

“The county and town are attempting to levy against the store, and these fees are enormous – over $500,000,” remarked McCombs. He says Fresh & Easy received this information two days before pulling construction permits.

“We are here,” he added. “We have been [denied] our PCN, we have a $500,000 fee and we are here because we want to make this thing work.” He then asked the crowd for support.

McCombs said he felt that Fresh & Easy would not be a long-term business for Fallbrook without a liquor license.

“There is a lease signed and construction contract signed; we are out there and ready to go,” he said. “We were ready to start construction two weeks ago.”

The Fallbrook Village Association and Chamber of Commerce have told the DPLU in both oral and written form that they fully support a Fresh & Easy store for Fallbrook. For the Planning Commission meeting on August 10, Fresh & Easy hopes to have as many supporters as possible either attend the meeting in person or write a letter in support of the project.

“Fresh & Easy is not a gas station or convenience store; we are a full-service grocery store,” said Jon Stokes, Fresh & Easy Director of Loss Prevention and Security. He explained that the store will offer fresh meats, fresh produce, a deli, fresh prepared foods and a range of normal grocery products.

Stokes added that the store’s alcoholic beverages would be located in the back portion of the shop, occupying four linear feet, which would calculate only four and one-half to seven percent of shelf space. “We will be offering a small selection of beer, wine and distilled spirits to our customers, which will compliment our overall merchandise range,” he said.

Stokes pointed out that a high percentage of the merchandise will carry the Fresh & Easy label. Private labeling means prices will be highly competitive. As Fresh & Easy is a discount store, representatives maintain it will offer high-quality and nutritious foods at affordable prices.

Fresh & Easy representatives say the company offers a fresh alternative in prepared foods, which do not contain any added trans fat, artificial colors, flavors or preservatives. The company also carries organic food. “We are proud of our line of products,” said Stokes.

Fresh & Easy meals for the Fallbrook store will be prepared at the company’s distribution center in Riverside County and be shipped in daily.

According to Stokes, Fresh & Easy is also committed to environmental causes, using energy-efficient materials such as solar panels and LED lighting in the refrigerated sections of their stores. Their recycling program will be managed through the Riverside distribution center.

Fresh & Easy, whose stores range between 12,000 and 15,000 square feet, is a branch of Tesco, one of the biggest retailers in the United Kingdom.

To communicate an opinion regarding Fresh & Easy to the DPLU, direct correspondence to: Planning Commission, Department of Planning and Land Use, County of San Diego, 5201 Ruffin Rd., Ste. B, San Diego, CA 92123-1666. Correspondence should reference Case # ABC-07-008.