The Keep Easton Alive campaign group was formed in 2007 to raise awareness of the dangers and problems relating to a proposed supermarket development adjacent to Easton Square, Portland. Initial interviews with local residents and businesses showed 97.5% were against the site suggested by developers.
Details of revised proposals for a supermarket and housing development as part of a £20 million development by Chelverton Development were distributed to residents in June 2008. In December , Tesco and development company Chelverton Deeley Freed, submitted an application to Weymouth and Portland Borough Council.
The Council's planning committee met to consider Tesco's planning application on 1st April 2009 and voted 8 to 4 in favour of the application. In October 2009, the Dorset Echo reported that Tesco tried to reverse a previously agreed planning condition not to sell newspapers and magazines at the store.