Safeway Cultivates Its Private Labels as Brands to Be Sold By Other Chains†

Wall Street Journal, May 7, 2009 — Safeway Inc. has reached deals to expand the outside presence of two of its house brands, selling them through other retailers, both overseas and domestically, an unusual approach for private-label goods.

Safeway, the fourth-largest U.S. food retailer by sales, has said it wants to market O Organics and Eating Right to other supermarket chains and to aggressively advertise the lines.