Safeway 2006 Annual Report Download - page 9

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7
To help ensure the fi nest quality in produce,
we conducted consumer panels to determine
specifi c attributes of the most popular fruits
and vegetables. We then identifi ed growers
who are committed to providing us with produce
that meets those unique specifi cations. We also
strive to ensure that items are picked at their
peak, transported and stored at the proper
temperatures, and merchandised in an appealing
fashion. In addition, we have been expanding our
assortment of organically-grown produce, offering
more than 100 items in many of our largest
stores at the peak of the growing season. All
Safeway produce is unconditionally guaranteed.
Superior quality is the cornerstone of our brand
promise. It’s the essential point of difference that
sets our offerings apart from our competitors’.
Our research has told us that, when consumers
are choosing a supermarket, the quality of meat
and produce is critically important. As a result,
we are committed to providing the highest
quality meat and produce in the marketplace.
We began our quality journey with the introduc-
tion of our exclusive Rancher’s Reserve beef.
Working with a leading supplier, we developed
a natural process to ensure that only the most
consistently tender beef would be selected and
sold in our stores. In blind taste tests, consumers
routinely rate Rancher’s Reserve beef above our
competitors’ products, giving it high marks for
exceptional tenderness and fl avor.
Delivering superb
quality perishables