Safeway Set to Expand Organic Line

"The O Organics and Eating Right line of food items sold by Safeway Inc. will be expanded into food service and international market distribution channels.

Officials of Safeway (NYSE: SWY), the Pleasanton-based supermarket giant, announced they have formed an organization called the Better Living Brands Alliance that will market the two lines "across all retail channels in the U.S. starting this year."

Lucerne Foods Inc., a Safeway subsidiary that markets items to external customers, manages the licensing of O Organics and Eating Right and will participate in the alliance. That group will also include EMAK Worldwide Inc. to provide communications to consumers and Crossmark Inc. for communications with retailers."

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