When I was in Chicago a few weeks ago for the Private Brand Movement Conference I was able to walk the Safeway owned grocer Dominick’s in downtown Chicago so of course I snapped a lot of pictures and wrote a few posts about the visit. Today while reading one of my favorite grocery blog’s “Fresh & Easy Buzz” I remembered a few of the shots and when back for a second look. Which confirmed the story in the Fresh & Easy Buzz Pleasanton, California-based grocer Safeway is launching its newest Private Brand – “Safeway Farms” – in a line of packaged fresh produce items and salads.
The brand quietly debuted with approximately 17 SKUs in the fresh produce and packaged lettuce/salad categories under the new Safeway Farms name.
Those items include: packaged Red Leaf, Green Leaf and Romain lettuce, bagged spinach, and petite baby carrots, along with bagged salad blends – American Blend, Spring Mix and Italian Mix, for example – salad kits, like Caesar and Southwestern Ranch, and ready-to-eat salad bowls in four varieties.
The grocer’s new Safeway Farms brand also features a selection of ready-to-eat salad bowls, called “Safeway Farms Cafe Bowl,” in varieties including Cranberry-Walnut, Cobb and two others.
Packaged Specialty Produce
Safeway Farms Petite Carrots
Safeway Farms Steam In Bag Vegetable Medley
Safeway Farms Romain Lettuce Singles
Safeway Farms Hearts of Romain
Safeway Farms Green Leaf Lettuce
Safeway Farms Red Leaf Lettuce
Safeway Farms (packaged) Lettuce Mixes
Safeway Farms (packaged) Salad Kits
Apple, Blue Cheese & Pecan
Safeway Farms Cafe (salad) Bowls
Spinach Dijon Salad