The map above depicts graphically what we mean by the progression or march from other parts of Southern California to the coastal cities of Lompoc and Oxnard, and surrounding region.
The Oxnard and Lompoc stores also are significant in that they demonstrate Tesco's progression or March throughout Southern California.
The first Fresh & Easy grocery markets were opened last year (beginning in late October/early November) in the Southern California desert region. Other stores were opened on the heels of those first stores in the San Diego region, Orange County, the San Fernando Valley and Los Angeles. Tesco continues to open new stores in those regions.
Therefore, opening stores in the cities of Lompoc and Oxnard(with more to come per the "critical mass" strategy) and in other cities in Santa Barbara and Ventura counties, follows the grocer's strategy of filling out the entire geographical and market region parts of Southern California. Tesco will then focus on opening more additional stores in the region like it's doing in all of its other Southern California markets.
Ventura County has a relatively young population, with 68% of the city's residents under 45, and 38% under 24 years old, according to the California Department of Finance. About half the county's population is minority, with Hispanics or Latino's being the majority of those ethnic minorities represented: Hispanics, African Americans and Asians.
The remaining 45% of the population is classified as white, according to the California Department of Finance, with 5% classified as "other."Oxnard's city motto: "The city that cares."
That's a warm welcome for any new food and grocery retailer.