Fifty2, The MPB Project: Safeway – O organic

Fifty2 - Safeway - O Organic - front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Fifty2 The MPB Project LogoBrand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

O Organics
In 2006, Pleasanton, California based grocer Safeway introduced their now iconic organic Private Brand, O Organic. The brand quickly became the template for a whole generation of mainstream organic grocery Private Brands. Almost seven years later, the brand now has more than 400 items across virtually every category of the store including: baby & toddler; beverages; breakfast, dairy, eggs and cheese; frozen foods, fruits and vegetables; snacks and pantry staples.

The brand continues to reinforce its attribute-focused original brand message, “We believe that great tasting organic food should be available to everyone and sold everywhere at a great value.”

O Organics’ products are produced and handled in accordance with all USDA organic standards: without the use of synthetic pesticides, genetic modification, growth hormones or antibiotics. They are sourced from a variety of carefully selected organic growers using earth-friendly farming practices.

The Safeway website describes a few of the products this way:

  • O Organics Fair Trade Certified Coffee supports a better life for farming families through fair prices, direct trade and community development.
  • O Organics eggs come from free-roaming hens that are fed an organic diet that’s grown without the use of pesticides or herbicides.
  • O Organics produce is grown the way nature intended, without the use of synthetic pesticides and fertilizers.

Today, the brand name remains fresh and to the point. “O” now appears confident and bold compared to the crop of generically named organic and natural brands that followed it, and the now aging design walks the line between classic and dated.

“O organic” has successfully carved out a place in the hearts and on the dinner tables of American grocery shoppers and in doing so has become the standard by which highly focused niche Private Brands are judged.

Brand: Safeway
Brand Focus:
Pleasanton, CA
2011 USA Retail Sales:
2011 Stores: 1,453

To submit a brand for consideration please email


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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.