Tesco's "Green" Fresh & Easy U.S. Brand Unveiled

LONDON -- Tesco's U.S. venture looks a little green -- literally and figuratively -- as it recently revealed a green theme for its Fresh & Easy logo and environmentally "green" plans for solar panels on the roof of its distribution center in Riverside, Calif.

The logo features shades of green and an apple combined with a clock, according to reports in the Financial Times. The clock face emphasizes convenience, while a green apple stem reinforces its focus on fresh meals and produce to time-pressed consumers. The time indicated on the clock -- 4:05 -- is a nod to consumers on their way home from work, looking for items to complete that night's meal. The logo's trademark documents were recently filed with the U.S. Patent and Trademark Office, the report stated.