Despite the troubled economy, Fresh & Easy Neighborhood Market (F&E) has opened a total of 116 stores in California, Arizona, and Nevada since its November 2007 launch. The business, as well as its messaging, is focused on the core values of providing wholesome, affordable food and being a good neighbor and employer.

“Because we're a neighborhood market, we've taken a grassroots approach,” says Roberto Munoz, director of neighborhood affairs and communications at F&E. “PR... is one of the centers of our ...