2014

Safeway and Celebrity Chef Marcela Valladolid Are on a Mission to Celebrate the Real Taste of Mexico New, Exclusive Marcela Valladolid Product Line Provides Safeway Shoppers with Fresh & Delicious Mexican Flavors

PLEASANTON, Calif., Sept. 16, 2013 /PRNewswire/ -- Food Network host, top-selling cookbook author and hard-working mom Marcela Valladolid has teamed up with Safeway (NYSE: SWY) to create the Marcela Valladolid brand. The new Safeway-exclusive Marcela Valladolid brand offers a wide assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico.

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"Growing up in Mexico, I know what real Mexican food is — and isn't," said Marcela Valladolid. "I'm passionate about holding on to my heritage and sharing it with family and friends, and cooking is a great way to do this. Now, together with Safeway, I am bringing millions of people my favorite Mexican foods and flavors, rooted in tradition, but made easier for our busy lives."

The Marcela Valladolid brand will offer dozens of products across the store, ranging from ready-to-cook meats and delicious tortillas to bold and flavorful snacks. Paired together, Marcela Valladolid products provide a wide variety of easy and affordable Mexican meal solutions.  The brand features delicious ready-to-cook meats such as Al Pastor Pork, Ancho Chipotle Chicken, Carne Asada and more.  Additional products range from thin and savory Flour Tortillas and authentic Corn Tortillas to snacks like Chile Lime Flaquitos and Salsa Verde Tortilla Chips, to name just a few. Valladolid has worked closely with the talented chefs at the Safeway Culinary Kitchens from start to finish to create this product line.

"Hispanic Shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience," said Joe Ennen, senior vice president of Consumer Brands for Safeway. "Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere."

Marcela Valladolid products, made exclusively for Safeway, will be on shelves in over 1,400 Safeway stores nationwide beginning in September 2013. To learn more about the Marcela Valladolid brand, visit your local Safeway, safeway.com/Marcela or the Safeway Facebook page.

About Safeway

Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,415 stores in the United States and 223 stores in western Canada and had annual sales of $44.2 billion in 2012.  The company's common stock is traded on the New York Stock Exchange under the symbol SWY. For more information, visit www.safeway.com.

SOURCE Safeway Inc.



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