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Sorry NoHo Arts, Fresh & Easy Opened New Location in Another Part of the 'hood

fresheasy-sign.jpg
F&E sign at another location (Lindsay William-Ross/LAist)
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This may bring about some closure for those who were adamant for so long that Fresh & Easy open a location in North Hollywood. Specifically in the area's retail core, NoHo Arts. And, before word came it would become a 24 Hour Fitness, specifically NoHo Arts-ers wanted F&E to take over the failed HOWS market. We've learned that the grocery chain opened with little (or no?) fanfare in North Hollywood, way up on Sherman Way.The location opened without the usual F&E "fanfare" on October 5, notes North Hollywood Patch, adding the new store is "taking over a location that was vacated by New King Seafood Market in the spring."

Fresh & Easy didn't make the usual media push about this opening, and so it totally escaped us. We checked with F&E's Director of Neighborhood Affairs, who explained: "For this store opening there was a short release that went out to neighborhood publications, just highlighting the doors had opened and we had given to a local charity." [We have not been sent this release to date.]

According to Patch, the new store is quite welcome in the community:

David Hechter of the NoHo West Neighborhood Council said he and his colleagues on the council have been very pleased to welcome Fresh & Easy to the neighborhood. "They were quite interested in working with the community and let us know a few times that they are quite interested in hiring locally for their staff, which I believe they have done," said Hechter.

Hechter reinforces the chain's philosophy of opening some locations in areas that are hungry for affordable, fresh food, noting that the F&E is a boom in the immediate area in serving residents' needs: "[T]here had been an Alpha Beta grocery story where the 99 Cents store is now, for many years, and there hasn't really been a large super market other than the El Super, which is next door, and the next closest major supermarket is the Ralph's up on Woodman Avenue."