Safeway Private Brand Selects “America’s Most Natural City”

Pleasanton, California-based grocer Safeway is once again using social media to grow awareness and sales for its Private Brands. They are utilizing Facebook to draw attention to its new 100 percent natural Open Nature Private Brand and select “America’s Most Natural City,” which will be awarded with 25 picnic tables, created from the 305-foot Douglas Fir table that recently broke the Guinness World Record for the World’s Longest Picnic Table.

Safeway will also give $20,000 to the winning city’s local parks and recreation organization to aid with maintaining their park facilities. Everyone who votes will have the opportunity to win a year’s supply of free Open Nature foods – all of which are free of artificial ingredients, including coloring, flavors, sweeteners, additives, and preservatives — that cover every meal of the day from granola and yogurt in the morning to sausage, chicken, and pasta for dinner, to ice cream for dessert.

The page includes the above video of Nancy Cota, VP of innovation, Consumer Brands at Safeway discussing the promotion.

Running through Friday, September 16, customers can visit the Safeway Facebook page and vote for one of 15 cities where Safeway and its stores operate. Cities include: Austin, Baltimore, Chicago, Dallas, Denver, Houston, Los Angeles, Phoenix, Portland, Sacramento, San Diego, San Francisco, Seattle, Tucson and Washington, D.C.

To learn more about Private Brand at Safeway join me as I chair the Private Brand Movement conference in Chicago September 19 – 21 where Alex Petrov, Vice President, Consumer Brands of Safeway will present, “Innovation: Translating The Private Label Business Model.” Creating and building proprietary brands that enhance a retailer’s competitive advantage has become an important strategic imperative. In this session hear how to unleash innovation to transform your Private Label business.

My Private Brand readers can register with the code MYPBRAND and receive 20% off the standard rates.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.