EL SEGUNDO, Calif. Fresh & Easy is seeking to reduce its water consumption with the help of a water-conditioning technology currently utilized by 37 of its stores.

The EnviroTower can reduce Fresh & Easy's water consumption from 850,000 gallons to 600,000 gallons. EnviroTower provides a more reliable, effective and economical alternative to traditional chemical water treatment for refrigeration and air conditioning cooling systems, Fresh & Easy said. The supermarket chain said it will roll out this energy-saving technology to all of its 150-plus stores in California, Arizona and Nevada.

"Incorporating EnviroTower's technology into our stores makes sense, not just as part of our commitment to the environment, but also to help us save money so we can keep our prices low for our customers," said Steve Hagen, Fresh & Easy director of procurement and engineering. "Conserving water is a very important issue in California, Nevada and Arizona. We are happy to play our part in reducing our consumption of this valuable and limited resource."