Safeway Announces Commits to Responsibly Sourced Private Brand Paper Products

Pleasanton, California based grocer Safeway today furthered its commitment to sustainability and the preservation of global forests by announcing that its Private Brand Softly bath and facial tissue and Ultra Thirsty paper towels are now produced to the high environmental and social responsibility standards of the Forest Stewardship Council (FSC) and the Rainforest Alliance. Shoppers can identify FSC-certified and Rainforest Alliance-certified products by the respective FSC logos and seals on every package.

Safeway strives to source raw materials that are responsibly produced and that have a certified chain of custody.  The Forest Stewardship Council uses third-party experts to verify forest management practices and track materials as they are selectively harvested from the forest and become products downstream.  Incoming paper fiber is classified into two groups, certified fiber and controlled wood fiber.  FSC-certified paper products are produced with fiber sourced from suppliers who have been independently certified to follow the strictest standards in sustainable, ethical forestry management and production chain controls.

“With forest resources under stress, it is important we lead by walking the talk in our environmental specifications for paper and help drive meaningful sustainability improvements in the supply chain,” said Don Davidson, Safeway Vice President, Strategic Sourcing.

Safeway offers shoppers a choice in superior-quality, cost-competitive Private Brands, which embrace stewardship in natural resources. These improved chain-of-custody certified paper products expand upon existing sustainable product offerings, such as the company’s certified Bright Green Private Brand line of paper towels, bathroom tissue, napkins, and facial tissue that are made from 100% recycled paper and processed chlorine-free materials.  Our non-certified consumer branded items in these categories are sourced from suppliers which are chain-of-custody certified and are manufactured with controlled wood fiber.  All controlled sources are screened to ensure they aren’t contributing to the most destructive practices in forestry.

Safeway’s commitment to forest ecosystems was praised by The Sierra Club.

“We welcome this initiative,” said Sierra Club Executive Director, Michael Brune. “We need companies like Safeway to see the forest through the trees and help drive demand for FSC certified paper products.”



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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.