PRIVATE LABEL Safeway

Safeway, the nation's fourth-largest food retailer behind Wal-Mart Stores, Kroger and Costco Wholesale, is also in the top tier when it comes to health and wellness initiatives. The chain is midway through converting all of its stores to its extremely successful format, which includes higher-quality perishables, more service and a larger selection of natural and organics. Among the mix are two multicategory

Safeway, the nation's fourth-largest food retailer behind Wal-Mart Stores, Kroger and Costco Wholesale, is also in the top tier when it comes to health and wellness initiatives. The chain is midway through converting all of its stores to its extremely successful “lifestyle” format, which includes higher-quality perishables, more service and a larger selection of natural and organics.

Among the mix are two multicategory private labels devoted to wellness: O Organics and Eating Right. O

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