Redefining The Safeway Private Brand Portfolio

Safeway Kitchens - New
Safeway Kitchens – New

This is the first post of a three-part weekly series taking a look at the changes in the Private Brand portfolio of Pleasanton, California-based grocer Safeway.

Safeway Kitchens - Old
Safeway Kitchens – Old

Three years ago, Safeway took on the ambitious task of shifting from one core mainstream brand to a collection of Safeway sub-brands across several thousand SKUs. The strategic shift included an impressive redesign of several brands to join the premium Safeway Select brand in the portfolio:

  • Safeway Farms:Fruits and veggies fresh from our farmers to your family.
  • Safeway Kitchens:Delicious food for every meal, created by chefs in our Culinary Kitchens.
  • Safeway Home:Everyday essentials for your home at a great value.
  • Safeway Care:Effective, affordable wellness products that help you live a healthy life.

The final introduction, Safeway Care, is currently rolling out in stores and should be partially completed rolled out by the end of 2014.

Safeway Care - New
Safeway Care – New


Safeway Care - Old
Safeway Care – Old
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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.