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    For Tesco, American Arrival Will Be "Fresh & Easy"

    UK chain looking for sites and employees in U.S. for its new convenience format.

    LONDON -- British supermarket and convenience giant Tesco has created the brand name 'Fresh & Easy' for its planned launch into the United States retail scene.

    CEO Sir Terry Leahy first unveiled plans in February for Tesco's maiden voyage across the Atlantic in its ever-growing search for new places to make profits. Rather than take on the giant Wal-Mart and Safeway chains, Leahy has opted to use the smaller, convenience store formats that have proved so successful in Britain.

    According to the Financial Times, advertisements are now appearing in the Los Angeles and Phoenix, Ariz. areas seeking staff for Fresh & Easy stores. It is the first time details have been confirmed about the precise locations of the new stores.

    Job advertisements state that the company is "preparing to launch an unprecedented retail food business in the L.A. and Phoenix areas."

    Among the recruitment ads detailed in the Financial Times report is one for a human resources executive able to "develop and implement and administer the Tesco Fresh & Easy culture," which includes the ethos of "keep things simple."

    Meanwhile, real estate agents report that Tesco is looking for sites of about 15,000 square feet. That would be smaller than a traditional UK supermarket, but bigger than the Tesco Express convenience stores.

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