fresh from our kitchen at fresh & easy

It seemed a fairly simple idea: you can either buy the ingredients and prepare a meal yourself, or you can buy the meal prepared for you, using the same quality ingredients.

It turned out to be an amazing undertaking.

When we went into people’s homes, to talk to them about food, it became clear the people yearned for food that was less processed. But they often had neither the time, nor the capability to produce it.

So we decided to offer a selection of chilled pre-packed dishes, made as you would in your own kitchen, using no artificial ingredients. All you’d have to do it pop it in the microwave and… voilà.

So far, so easy...

To prepare such products requires incredibly high standards of operation. As we searched for someone to produce them, it soon became clear that there wasn’t anyone around.

So we decided our only option was to build and run our own Kitchen to prepare these products.

We chose a location, alongside our Distribution Center, so we could prepare the products on one day, and deliver them to the stores before they open on the next day.

We brought over some managers from Europe who were used to running kitchens to such high standards. And we recruited a development chef locally, Chef Mike, to ensure the dishes were in tune with local tastes.

How we managed to get it up and running in time was something of a minor miracle ─ and it certainly spawned a few grey hairs.

But it was worth it!

We can’t believe how well these products, “Fresh From Our Kitchen”, are selling.

More importantly, they taste exactly as you’d expect them to taste. And that after all is just how it should be...