Safeway Shareholders Reject Forced Private Brand GMO Labelling

O Organics Millk

Shareholders at Pleasanton, California based grocer Safeway have rejected a proposal from the Green Century Equity Fund, which would require mandatory labeling of all GMO’s on the retailers Private Brands. Which according to the retailers would cost $15m+ and provide zero benefits for customers.

Safeway instead supports voluntary labeling of products as non-GMO. The Private Brand Open Nature is set to be fully non-GMO by January 2015, and their iconic O organics brand adheres to federal organic standards and is by definition already non-GMO.



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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.