Safeway Extends Safeway Farms

Safeway Chopped Salad

Pleasanton, California based grocer Safeway has introduced line of chopped salads in its SafewayFarms Private Brand. Varieties include:

Asian Sesame Salad
Greens: Napa cabbage, carrots, celery, green onions, cilantro
Toppings: Garlic ginger wonton strips and peanuts
Dressing: Tangy sesame ginger

Bacon & Bleu Salad
Greens: Romaine, iceberg and cabbage blend, broccoli, celery, carrots, radishes, cauliflower
Toppings: Bacon and blue cheese crumbles
Dressing: Bleu cheese

Kale Cranberry Pecan Salad
Greens: Kale, cabbage, radicchio, broccoli, carrots
Toppings: Candied pecans, dried cranberries, herb seasoned crouton topper
Dressing: Country Dijon mustard

Italian Salad
Greens: Romaine, iceberg and radicchio blend, parsley, radishes
Toppings: Salami and parmesan cheese
Dressing: Roasted red bell pepper vinaigrette

Mediterranean Salad
Greens: Escarole, endive, radicchio, cabbage, broccoli, carrots, cauliflower
Toppings: Flatbread strips and feta cheese
Dressing: Basil balsamic vinaigretteSafeway FarmsSalad_LP_Hero



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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.