Private Brands Go To The Farm at Safeway

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

Packaged Lettuce
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
Spring Mix
American Blend
Baby Spinach

Safeway Farms (packaged) Salad Kits
Apple, Blue Cheese & Pecan
Southwestern Ranch
Italian Salad
Supreme Caesar

Safeway Farms Cafe (salad) Bowls
Cranberry-Walnut Salad
Chef Salad
Cobb Salad
Spinach Dijon Salad



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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.