Supervalu® Beefs up Its Beef Offerings, Introduces New Stockman & Dakota™ Brand

New nationwide brand is part of a company-wide beef program designed to position
its stores as the place for beef
MINNEAPOLIS--(Business Wire)--
SUPERVALU® (NYSE: SVU) today announced the launch of the Stockman & Dakota™
brand of premium USDA Choice Angus beef that is part of the company`s
comprehensive new beef program designed to position its stores as the
unparalleled destination for fresh, quality beef. The new brand is available
nationwide at SUPERVALU`s family of stores, including Acme®, Albertsons®,
bigg`s®, Cub Foods®, Hornbacher`s®, Jewel-Osco®, Shaw`s/Star Market™, Shop `n
Save® and Shoppers Food & Pharmacy®.

In addition to Stockman & Dakota brand products, the company`s beef program will
include a new store-branded beef line that provides improved quality over
existing offerings at a good value. In total, the program will encompass 60
different cuts of beef and feature improved merchandising, new signage and
enhanced service in the meat department. Consumers will now find useful
information, tips and tools both in-store and online to help them make better
sense of beef.

"With our new beef program, we`re positioned to address the growing trend of
eating at home by providing customers with fresh, quality cuts of beef and a
differentiated in-store experience that gives them the preparation tips, recipes
and serving ideas they need to create a restaurant-quality meal at home, for
less," said Jim Smits, SUPERVALU group vice president, fresh foods
merchandising. "In fact, we`re so confident in the quality of our beef that
we`re guaranteeing our products twice. Customers who aren`t satisfied will
receive a refund and a free replacement cut of beef."

The New Stockman & Dakota Brand of Beef
The Stockman & Dakota brand features a comprehensive assortment of beef cuts
that meets consumers` varied preferences and needs. Offerings range from bone-in
rib eyes, New York Strips, Porterhouse and T-bone steaks to boneless rump and
boneless chuck roasts.

The Stockman & Dakota brand offers customers restaurant-quality cuts of beef at
prices they can afford. All Stockman & Dakota products are selected from premium
USDA Choice Angus beef and then hand-carved to ensure the freshness, tenderness
and flavor that consumers demand.

Additional information on the Stockman & Dakota brand, along with recipes, usage
ideas, coupons and a store locator, can be found at www.stockmananddakota.com.

The New Store Brand of Beef
The new store brand of beef is designed to exceed customer expectations from
both a taste and a budget perspective. All store-branded products are
hand-selected for the best possible quality and tenderness. Competitively
priced, the new store brand of beef helps customers stretch the family budget
while enhancing the quality of the meals they serve.

Differentiated Consumer In-store Experience
As part of SUPERVALU`s new beef program, all stores will receive a new in-store
signage system in the meat department that provides easy customer navigation and
directions on how to properly prepare and serve beef. In the meat case, beef
cuts will be grouped by cooking method - such as grilling, oven roasting, slow
or pan cooking - and all packages will feature a cooking label, making it easy
for customers to choose beef products by the cooking method they prefer.

SUPERVALU also has made a significant investment in training to support its beef
program. Employees in the meat department are experts at helping customers
select the right cuts and grades of beef for every cooking method and occasion.
They also can provide customers with cooking tips and serving ideas for the full
range of beef offerings. From the cut to the grade and every way to prepare,
garnish and serve it, they understand the very essence of beef.

Consumers also will be able to find a variety of unique beef recipes - at the
shelf and on store Web sites - to help add variety and interest to home-cooked
meals. Featured recipes include grilled beef fajitas; grilled steak with roasted
garlic butter; grilled jerk beef sandwiches; grilled teriyaki beef kabobs; New
York strip with horseradish mustard sauce; grilled sirloin salad; blue cheese
and caramelized pear burgers; and garlic peppercorn rib eye roast. Information
on cooking methods and preparation tips is available in stores and on store Web
sites.

"Research shows that consumers rank quality, freshness and tenderness above
other attributes when selecting beef. Studies also have found that consumers
don`t understand the grading system, the different cuts of beef and how to
properly cook beef," Smits said. "By offering two new brands of beef and a
differentiated in-store experience, our new beef program helps to address
consumer needs not only for quality, value and selection, but also for more beef
knowledge and education. With our new beef program, shoppers now have the tools
to provide a savory, consistent eating experience at home."

Beef Spoken Here
SUPERVALU`s new beef program will be supported with a fully integrated marketing
campaign titled "Beef Spoken Here." The campaign debuts May 10 and includes
print, TV, radio and outdoor advertisements, as well as interactive and direct
marketing.

About SUPERVALU INC.

SUPERVALU INC. is one of the largest companies in the U.S. grocery channel with
estimated annual sales of $43 billion. SUPERVALU holds leading market share
positions across the United States with its approximately 2,500 retail grocery
locations, including nearly 900 in-store pharmacies. Through the company`s
nationwide supply chain network, SUPERVALU provides distribution and related
logistics support services to more than 2,500 independent retailers across the
country. SUPERVALU has approximately 180,000 employees. For more information
about SUPERVALU, visit www.supervalu.com.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5961018&lang=en

For SUPERVALU INC.
Susie Bell, 952-828-4356
Susan.bell@supervalu.com
or
Kristi Nelson, 612-375-8545
kristi.nelson@clynch.com

Copyright Business Wire 2009