Safeway 2005 Annual Report Download - page 8

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6 SAFEWAY INC. 2005 ANNUAL REPORT
Superior produce consistently ranks among the key
factors that determine where consumers shop for food.
We conducted extensive research to learn, for example,
how sweet consumers want a grape to be, then we
sought out growers who could meet our specifications.
In addition, we have enhanced quality controls in
our buying offices, warehouses and stores, where we
conduct frequent inspections and reject or dispose
of any product not up to our industry-leading high
standards. We also ensure world-class produce through
proper handling and temperature control at each
link of the supply chain – from field to warehouse,
warehouse to store, and store to checkstand.
Continuous Innovation in
Our Proprietary Brands
Continuous innovation is a hallmark of our proprietary
brands, which continue to sell extremely well and play
a leading role in strengthening our brand identity.
Our exclusive Rancher’s Reserve beef is naturally
aged to ensure exceptional tenderness and flavor.
Building on that success, in 2005 we launched an online
Rancher’s Reserve gift delivery service featuring premium
angus beef and specialty foods such as New York strip
and ribeye steaks, tri-tip and boneless ribeye roasts –
even a filet mignon/lobster tail combination.
Our extensive line of Signature deli-style sandwiches,
classic Italian panini and restaurant-quality soups also
posted substantial sales gains in 2005. We continue
to expand these premium offerings and add new
ones as part of ongoing efforts to establish a superior
meals program for busy consumers. Among our
latest, most popular take-home selections are
rotisserie turkey breast, meat loaf and an assortment
of entree salads.
Safeway SELECT Artisan bakery goods – European-
style breads, muffins, scones, cakes, tarts and
cheesecakes – recorded strong sales gains as well. We
scour the globe for new items and source them for our
customers. Examples of
new items in 2005 include
gourmet filled muffins,
wheat French bread and
gourmet fruit pies.
Delivering World-Class Produce