AISLE STYLE: SAFEWAY'S FRESH NEW DIRECTION...REACHING OUT...ACROSS THE SEA

Safeway's Fresh DirectionIt's one thing for a two-store independent to change marketing strategies, but entirely something else for a national chain the size of Safeway. Nevertheless, the nation's No. 5 retailer is making health and wellness a cornerstone of its new "lifestyle" stores and "Ingredients for Life" initiatives."Safeway is trying the hardest to brand itself, to build differentiation through

Safeway's Fresh Direction

It's one thing for a two-store independent to change marketing strategies, but entirely something else for a national chain the size of Safeway. Nevertheless, the nation's No. 5 retailer is making health and wellness a cornerstone of its new "lifestyle" stores and "Ingredients for Life" initiatives.

"Safeway is trying the hardest to brand itself, to build differentiation through quality, better image and better product," said Jason Whitmer, an an

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