If Fresh and Easy wants to maintain a true green image, they should be willing to part with the plastic that litters the shelves! The most vexing issue with this chain and thier affected "environmentally-freindly" stance is that nasty plastic wrap and other packaging that cannot be recycled that defiles the produce, bread and other sections of the store.
There are alternatives out there: paper wraps, true cellophane, and bio-plastic wraps, such as this one:
I realize that there is a heavy switching cost to this, but there is a cost on the environment that will be more devastating than anything your company's pockets will ever feel.
photo credit goes to Pat @ http://EatingLA.com