Safeway Quietly Eyeing Multi-Unit Rollout for Citrine

The Citrine New World Bistro restaurant offers only a subtle clue to its owner's identity. We use only premium ingredients, the menu for the new eatery reads, including O Organics chicken, produce and seasonings, Rancher's Reserve tender beef, and Primo Taglio meats and cheeses. Those three brand names should ring a bell for Safeway shoppers: They're Safeway's proprietary

REDWOOD CITY, Calif. — The Citrine New World Bistro restaurant here offers only a subtle clue to its owner's identity.

“We use only premium ingredients,” the menu for the new eatery reads, “including O Organics chicken, produce and seasonings, Rancher's Reserve tender beef, and Primo Taglio meats and cheeses.”

Those three brand names should ring a bell for Safeway shoppers: They're Safeway's proprietary private-label offerings, now cast as featured ingredients at a new

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