Safeway 2004 Annual Report Download - page 10

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8 SAFEWAY INC. 2004 ANNUAL REPORT
Safeway is redefining the
QUALITY PRODUCE
Because life has changed, we’re changing, too. We are fundamentally reinventing our business,
establishing a solid framework to provide consistently high-quality food that fits consumers’ changing
lifestyles. Every day, in every department of every store, we strive to establish clear, compelling points
of difference in our offerings so we will be demonstrably superior to our competitors and can provide an
exceptionally satisfying shopping experience for our customers. This is particularly evident in the quality
and presentation of our perishables and the level of customer service we deliver.
We have dramatically improved the quality and presentation of our fresh fruits
and vegetables. To differentiate our produce from our competitors’, we specify
higher quality grades and select from the best, sweetest crops available, some
of them unique items grown especially for us. For consumers seeking
organically grown fruits and vegetables, we have expanded our assortment
of top-quality, 100% Certified Organics to more than 80 items.