Safeway 2006 Annual Report Download - page 13

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To keep pace with our customers’ ever-changing
needs, we diligently stay abreast of consumer
trends and analyze proprietary data. Below are
some of the actions we have taken or have in
progress to meet these needs:
Introduced O Organics™
, our line of nearly
200 USDA-certifi ed organic products in more
than 30 categories.
Rejuvenated our corporate brands offering,
consolidating the assortment from more than 70
brands to 10 power brands with attractive new
packaging. We have completed the rebranding
of about 1,500 items and plan to complete
another 1,500 in 2007.
Established health and wellness programs
through our partnership with Dean Ornish, M.D.,
one of America’s leading authorities on nutrition
and wellness. Under his guidance, we have
developed Good to Know, a comprehensive
educational program that includes a nutritional
guide, pamphlets on various health and wellness
topics, and in-store point-of-sale signs featuring
nutritional information to help customers make
informed decisions about their food choices.
Produced consumer-focused publications such as
Every Season, our quarterly customer magazine,
along with Season to Taste and Picnics to Parties,
seasonal catalogs with imaginative meal plan-
ning and entertainment ideas.
Developed Eating Right, our new product line
that will be introduced in early 2007. Eating
Right will offer health- and diet-driven consum-
ers a unique proposition: food that’s better for
you and great tasting. Eating Right’s distinctive,
color-coded icon system highlights key dietary
and nutritional information.
Leveraging superior
consumer insights to
spur innovation
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