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Safeway expands its healthy food

(article, Culinate staff)

The New York Times Sunday magazine's "Consumed" column this past weekend profiled the Safeway grocery-store chain and its efforts to have not just one but two house brands: O Organics and Eating Right. Bye bye, generics; hello, glossy marketing. A Safeway employee described the strategy thus: "Instead of competing simply on price . . . the brands \[have\] solutions-oriented images, meaning that they appeal to consumers who feel they ought to be eating better, but perhaps find the thicket of smaller, virtue-food brands confusing — or simply inaccessible."