Safeway and Celebrity Chef Marcela Valladolid Celebrate the Real Taste of Mexico

Marcela Valladolid safewayPleasanton, California, based grocer Safeway has collaborated with Food Network host, top-selling cookbook author and hard-working mom Marcela Valladolid has to create the Marcela Valladolid brand. The new Safeway-exclusive Marcela Valladolid brand offers a wide assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico. Marcela Valladolid products, made exclusively for Safeway, will be on shelves in over 1,400 Safeway stores nationwide beginning in September 2013.

mexican-made-easy-cookbook“Growing up in Mexico, I know what real Mexican food is — and isn’t,” said Marcela Valladolid. “I’m passionate about holding on to my heritage and sharing it with family and friends, and cooking is a great way to do this. Now, together with Safeway, I am bringing millions of people my favorite Mexican foods and flavors, rooted in tradition, but made easier for our busy lives.”

The Marcela Valladolid brand will offer dozens of products across the store, ranging from ready-to-cook meats and delicious tortillas to bold and flavorful snacks. Paired together, Marcela Valladolid products provide a wide variety of easy and affordable Mexican meal solutions. The brand features delicious ready-to-cook meats such as Al Pastor Pork, Ancho Chipotle Chicken, Carne Asada and more. Additional products range from thin and savory Flour Tortillas and authentic Corn Tortillas to snacks like Chile Lime Flaquitos and Salsa Verde Tortilla Chips, to name just a few. Valladolid has worked closely with the talented chefs at the Safeway Culinary Kitchens from start to finish to create this product line.

“Hispanic Shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience,” said Joe Ennen, senior vice president of Consumer Brands for Safeway. “Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere.”

 

 

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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.