When I heard about this company opening in the valley, I was pretty excited.  Something new!!!  But when I got to one of these stores, I was disappointed.

Imagine:  A smaller Whole Foods meets IKEA.  Sounds interesting doesn't it?  Unfortunately they do not execute it very well.  There was nothing there that I couldn't get at Trader Joes at a lower price.  There wasn't any thing new or even different.  Sure you can get your Tide, Crest toothpaste and some other name brands there, but the place seemed to lack a soul.

If you need just one thing, this would be a good place to run in and out.  But if your looking to do the bulk of your shopping here...why not just go to Safeway? Maybe that's the point, but what really shocked me is that the prices here were not any better than Fry's or Safeway.  Trader Joes at least has really cheap prices and you know 90% your getting high quality stuff.  Plus TJ's is different from your normal shopping experience....the marketing is fun and the stuff you get there you generally cannot get anywhere else.  I did not sense any of this with Fresh and Easy.  It seemed sterile.

If you like F&E....good for you!!!   I just don't see the value nor the selection.  The idea of this place is great.  They just don't get the American market.