PLEASANTON , Calif. (Jun. 12) Safeway launched a campaign to significantly increase its focus on locally grown produce.
Safeway’s “Locally Grown” campaign will highlight partnerships with local farmers such as G&S Farms of Brentwood, California, a grower of sweet corn and green beans, and Fitzgerald Orchards of Tyro, Virginia, which has supplied East Coast Safeway stores with apples for nearly 60 years. Safeway will give purchasing preference to these and other key local growers to meet customer demand. In addition, Safeway will provide local produce premier in-store placement with attractive “Locally Grown” promotional signs that highlight specific growers in the region.
Safeway will require its local vendors to meet the company’s strict safety and quality standards for planting, growing, harvesting, handling and transporting. Before produce reaches the store, Safeway conducts multiple inspections for quality, flavor and appearance.