Safeway 2008 Annual Report Download - page 8

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TM
BRIGHT GREEN
™
SAFEWAY INC. 2008 ANNUAL REPORT — PAGE SIX
QUALITY AND INNOVATION
A cornerstone of Safeway’s growth strategy is
providing the highest quality perishable products to
our customers. We also carefully track consumer
trends and innovate throughout the business to meet
our customers’ changing needs.
We continue to carefully screen and select the
freshest produce according to our rigorous quality
specifications which are grounded in consumer
research. We also offer our customers our proprietary
Rancher’s Reserve Tender Beef, which is naturally
aged to ensure tenderness and flavor. In addition,
our Signature Cafe line of restaurant-quality soups
is frequently expanded with new varieties. Our
extensive selection of Signature Cafe salads and deli
style sandwiches, including the classic Italian-style
panini, as well as hot chicken and steak sandwiches,
are unparalleled in the industry.
At the same time, we stay abreast of emerging
trends and innovate throughout our business. These
efforts produced the highly successful O Organics
line, which we extended with O Organics for Baby
and O Organics for Toddler products. We also
introduced Eating Right Kids, made popular with the
use of Looney Tunes characters in packaging and
advertising through our partnership with Warner
Brothers. In mid-2008, we launched a new line of
baby products called “mom to mom,” created by
moms for moms, and in late 2008, we introduced
Bright Green, a line of home care products that are
safe, highly effective, and gentler on the environment.
The Bright Green line includes CFL light bulbs,
paper products made from recycled fiber and bio-
degradable, non-toxic cleaning products made with
no dyes or ammonia.