Food Desert No More: New Grocery Store Opens in the Bayview
by Eli Zigas, Food Systems and Urban Agriculture Program Manager
August 30, 2011
Fresh & Easy CEO Tim Mason speaking at the August 24th opening of the new Fresh & Easy store at the corner of 3rd Street and Carroll Avenue. Also pictured (from left) Dave Green, Herb Schultz, and Linda Richardson.  Image courtesy of Jeffrey Betcher, Quesada Gardens Initiative.

In many neighborhoods in San Francisco, the opening of a new grocery store is notable. But in the Bayview, a new Fresh & Easy store that opened on August 24 filled a full-scale grocery store gap that had persisted for more than 15 years. “It’s all about health, about neighborhood vitality, about jobs, and about fulfilling old promises,” explained Mayor Ed Lee at the opening. “That is what this store represents.”

The store opening, planned since late 2007, marked the success of a partnership between Fresh & Easy and a number of city agencies and advisory groups. In 2007, the Southeast Food Access Working Group, which is supported by the Department of Public Health, released a survey showing widespread support for more grocery options in the Bayview. Responding to this desire, staff at the Mayor’s Office of Economic and Workforce Development (MOEWD) reached out to many established grocery chains in San Francisco, including Safeway, Whole Foods, Andronico’s, Trader Joe’s and others, seeking a company that would open a store in the neighborhood. All of them declined to set up shop, except for Fresh & Easy.

With a lot of recent focus on incentivizing the creation of grocery stores in food deserts through programs such as the federal Healthy Food and Financing Initiative and the California Endowment’s FreshWorks Fund, it’s worth noting that the City of San Francisco did not provide any direct subsidies or loans to Fresh & Easy. Instead, MOEWD helped make the project a reality by assisting the developer in changing its building plan to make space for the grocery store while still adhering to code; helped spearhead a change to the city’s restrictions on alcohol sales in full-scale grocery stores so that the store could offer some alcoholic beverages; and facilitated the availability of federal New Market Tax Credits for Fresh & Easy’s participation in the development of the project. And, as the project moved forward, the Bayview Hunters Point Project Area Committee, which advises the city’s Redevelopment Agency, also provided feedback. This concerted effort by multiple city agencies and groups helped seal the deal for Fresh & Easy.

The store isn’t without controversy. Labor groups are critical of Fresh & Easy’s stance on unions, some neighborhood activists oppose the store’s sale of alcohol, and others argue that the development as a whole should include more affordable housing. Protesters with picket signs joined those who came to the opening to shop for groceries.

But neighbors’ enthusiasm was even more apparent. When Fresh & Easy CEO Tim Mason touted the store’s policy of not stocking food with transfats, “ingredients you can’t pronounce”, and focusing on fresh options – some in the crowd began applauding.

After the speeches, the doors opened to the public. And, for the first time in many years, Bayview residents could walk the aisles of a full-scale grocery store in their neighborhood.

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