Dave Histed third from right won Safewayrsquos ldquoSearch for Our Next Chefrdquo Alex Guarnaschelli third from left who appears on the Food Networkrsquos ldquoChoppedrdquo and ldquoIron Chefrdquo was a judge

Dave Histed (third from right) won Safeway’s “Search for Our Next Chef.” Alex Guarnaschelli (third from left), who appears on the Food Network’s “Chopped” and “Iron Chef,” was a judge.

Top 10 Store-Brand Promotions

SN’s annual list of standout promotions: Celebrity endorsements and reality-TV-style cooking challenges take store-brand promotions to the next level

Tapping into the popularity of competitive reality television shows, Safeway held a nationwide three-month search for a chef who would create a recipe for its Open Nature store-brand meals.

Dave Histed, previously a chef at Big Bowl — a Midwest chain of Chinese and Thai restaurants — was awarded the full-time position at Safeway’s Culinary Kitchen, a 4,000-square-foot center at Safeway’s headquarters in Pleasanton, Calif

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