Groceries chain Fresh & Easy is partnering with Instacart to deliver groceries from Fresh & Easy stores to customers in the greater Los Angeles area and San Francisco Bay areas.

This is the first time that El Segundo-based Fresh & Easy has offered its customers delivery, the companies said in a joint announcement.

Since British retailer Tesco’s sale of Fresh & Easy to Yucaipa Cos. a year ago, Fresh & Easy has reshaped its brand and stores with the aim of making fresh and natural food more available and affordable. Fresh & Easy said its partnership with Instacart “is the next natural step for the company, making Fresh & Easy products more accessible and even more convenient to customers.”

“Partnering with Instacart is a win-win for everyone – our existing customers will now have a convenient and reliable delivery option for their favorite products, and we will be able to extend our reach to new customers who may not have yet visited one of our stores,” Mike Evans, vice president of marketing for Fresh & Easy, said in a statement. “Online ordering and product delivery have been major priorities for Fresh & Easy this year and we are glad we are able to launch with such a strong partner in Instacart.”

San Francisco-based Instacart said its customers will be able to choose from Fresh & Easy’s grocery products, ranging from produce to household items, as well as its selection of fresh, prepared foods.

“Our customers are always looking for healthy and fast meal options, and Fresh & Easy, renowned for its prepared meals, is an excellent partner to help meet that demand,” Instacart General Manager Heather Wake said in a statement.

Instacart will initially launch with Fresh & Easy in the Los Angeles and the San Francisco area with plans to expand to other areas where Fresh & Easy has a presence. Fresh & Easy has 167 stores in Arizona, California and Nevada.

Source: L.A. Business Journal