Safeway Launches Campaign to Promote Locally Grown Produce

Fri Jun 12, 2009 12:30pm EDT

* Reuters is not responsible for the content in this press release.

Initiative Focuses on Quality, Freshness and Convenience at Competitive Prices
PLEASANTON, Calif.--(Business Wire)--
Safeway Inc. (NYSE:SWY) today launched a campaign to significantly increase its
focus on locally grown produce. The initiative is designed to draw customer
attention to the company`s wide selection of locally grown produce including the
quality, freshness and sustainability benefits of the product. 

"Nearly a third of Safeway`s produce comes from local sources. In California,
that number is even greater, roughly 45 percent," said Geoff White, Group Vice
President of Produce. "This new initiative will direct our customers to our
extensive selection of premium-quality, locally grown produce at competitive

The commitment to local produce means that shoppers can find more local produce
per item than at a typical farmer`s market. Safeway`s "Locally Grown" campaign
will highlight partnerships with local farmers such as G&S Farms of Brentwood,
California, a grower of sweet corn and green beans, and Fitzgerald Orchards of
Tyro, Virginia, which has supplied East Coast Safeway stores with apples for
nearly 60 years. Safeway will give purchasing preference to these and other key
local growers to meet customer demand. In addition, Safeway will provide local
produce premier in-store placement with attractive "Locally Grown" promotional
signs that highlight specific growers in the region. 

Safeway will require its local vendors to meet the company`s strict safety and
quality standards for planting, growing, harvesting, handling and transporting.
Before produce reaches the store, Safeway conducts multiple inspections for
quality, flavor and appearance. The product will be competitively priced, giving
Safeway customers the best value for their money. 

"For more than 30 years we have partnered with Safeway to bring fresh,
superior-quality corn to consumers in Northern California," said G&S Farms owner
Glenn Stonebarger. "Doing so gives us an important channel to reach a broad
cross-section of consumers who will have an opportunity to experience the
freshness and quality long associated with the G&S Farms brand." 

In addition to the quality benefits, buying locally grown fruits and vegetables
reduces greenhouse emissions by limiting transportation miles. Sourcing locally
ensures the vitality of local farms, which translates into economic
opportunities and development for a broad range of related businesses in the
communities Safeway serves. 

Safeway`s in-store campaign will include a range of material including "locally
grown" reference maps that will geographically show the location of key local
farmers as well as point-of-sale material that will tell the story of Safeway`s
local farmers. 


Safeway Inc. is a Fortune 50 company and one of the largest food and drug
retailers in North America, based on sales. The company operates 1,739 stores in
the United States and western Canada and had annual sales of $44.1 billion in
2008. The company`s common stock is traded on the New York Stock Exchange under
the symbol SWY. Safeway supports a broad range of charitable and community
programs and in 2008 donated more than $248 million to important causes, such as
cancer research, education, hunger relief and programs focused on assisting
people with disabilities. Safeway is also one of the largest retail purchasers
of renewable energy, using 90,000 megawatt hours of renewable energy, enough to
power all 324 Safeway retail fuel stations, all stores in San Francisco,
California and Boulder, Colorado, as well as the company headquarters and all
corporate offices in Northern California. Safeway was the first major retailer
to join the Chicago Climate Exchange, the world`s first and North America`s only
legally binding GHG allowance trading system, and the California Climate Action
Registry, which commits the company to reduce its carbon footprint by 6 percent
from year 2000 levels. 

Safeway Inc.
Teena Massingill, 925-467-3810 

Copyright Business Wire 2009

Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.