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  • I know that there has been a lot of controversy surrounding Fresh and Easy and whether it's really as "Fresh and Easy," environmentally friendly, or as organic as it bills itself to be. I'll leave that whole discussion for the talk threads and just focus on why, from a shopping and eating perspective, I absolutely love this market. First of all, because my husband and I love food so much, we tend to eat out and crave restaurant dining more than we should to be friendly on the wallets and our waistlines. Because Fresh and Easy has such a variety of good-quality frozen and pre-prepared options that can easily be combined to create a meal, I'm a lot happier eating at home and the total price is much less than we would pay going out. As an example, we combined their refrigerated vegetable samosas ($3.99) with their frozen paneer meal ($3.99; also comes with rice and green beans) and some naan ($3.99) and had a delicious, easy Indian meal for about $6/person. The other thing I love about this place is how, unlike at Trader Joe's, certain gourmet or more exotic ingredients are staples, and not special buys for a specified time period. Before moving to Phoenix, my husband and I made Trader Joe's our gourmet market of choice, but would get very frustrated if we went there to get dinner supplies and found everything but basil and fresh thyme and had to make another stop. At Fresh and Easy, however, things like creme fraiche, Thai garlic & chili sauce, and herbs stay in stock so you can do all of your shopping for a recipe in one place. And then, there's just the deliciousness factor - many things I've randomly tried - red pepper hummus, pre-prepared flan, espresso fudge ice cream, and fresh grapefruit juice - have just been that - delicious. It's wonderful to feel that grocery shopping can tantalize you just as much as trying a new restaurant. Of course, I don't think that F&E would be as wonderful if it weren't right on 19th Ave. and Baseline, four minutes from my house. And I still LOVE Whole Foods. But I find F&E much more exciting and enjoyable of a shopping experience than a regular market or Trader Joe's.
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