New Fresh & Easy Promo: Drink Wine, Save Trees

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New Fresh & Easy Promo: Drink Wine, Save Trees

In recognition of this year’s Earth Day, Tesco’s Fresh & Easy Neighborhood Market is running a wine promotion in which, for each bottle of award-winning ONEHOPE Sauvignon Blanc Wine purchased at Fresh & Easy, American Forests, a Washington-based nonprofit organization dedicated to environmental restoration, will plant a tree in areas devastated by wildfires.

“At Fresh & Easy, we try to reduce our impact on the environment in everything we do, so it just makes sense to keep that in mind when it comes to the wine we offer,” said Karen Fletcher, wine category manager at El Segundo, Calif.-based Fresh & Easy, a division of U.K. grocer Tesco. “We partnered with ONEHOPE so we can provide our customers with a high-quality, affordable wine that also helps make our neighborhoods a little greener."

Fresh & Easy launched ONEHOPE Sauvignon Blanc blend last Earth Day with Sonoma Wine Co., using sustainable wine-growing practices. Last year, American Forests planted more than 3,200 new trees as a result of customer purchases. The Graton, Calif.-based winery is a member of the Sonoma County Green Business Program and the Wine Institute’s Sustainable Winegrowing Program.

Fresh & Easy’s ONEHOPE Sauvignon Blanc was developed to offer a crisp, dry white taste, with flavors of passionfruit and guava. The medium-bodied, smooth varietal pairs well with pasta. Last year, it won a Silver Medal at the 2008 Long Beach Grand Cru International Wine Competition. The wine retails for $9.99 per 750-milliliter bottle.

Fresh & Easy currently operates 146 stores in California, Arizona and Nevada.