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Safeway to Set Guinness World Records® Title for World's Longest Picnic Table on National Picnic Day Celebrity Chef Tyler Florence Cooks up Great Recipes using Safeway's Exclusive Open Nature™ 100 Percent Natural Foods

 

PLEASANTON, Calif., June 18, 2011 /PRNewswire/ -- You may need a megaphone to get someone to pass a napkin at what's likely to be the world's longest picnic table. Safeway Inc. (NYSE: SWY) today celebrates National Picnic Day featuring Open Nature™, a delicious, 100 percent natural line of high-quality foods.  The company hopes to break the Guinness World Record for the Longest Picnic Table by building a table exceeding 305 feet, which is longer than a football field. A Guinness World Records® Official will be present to measure and verify the attempt. Food Network Chef Tyler Florence is preparing the Open Nature foods for this record-setting picnic at the Marina Green in San Francisco.

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"As a leader in the retail food industry, Safeway has set a very high standard when it comes to defining natural – ingredients from natural sources with nothing artificial," said Mike Minasi, President of Marketing for Safeway. "Having lunch at the World's Longest Picnic Table on National Picnic Day is the perfect vehicle for celebrating our Open Nature promise that ingredients should come from nature and food should have as little processing as possible. Open Nature is a natural product line that consumers can have total confidence in because the ingredients are easy to understand and listed on the front of each package. We believe that nature has nothing to hide, and neither should your food."

In keeping with Open Nature's all-natural ingredients approach, the record-setting table will be built with only Forest Stewardship Council (FSC) certified Douglas fir that is sustainable, and for every FSC Certified tree that is used, 10 more will be planted. Other environmentally conscious elements that will be incorporated into the picnic include environmentally friendly paper products, composting and on-site recycling.

"Food has always been important in my life and I think it is really important that people know where their food comes from," said Tyler Florence, Food Network Chef and successful restaurateur. "I really appreciate that Safeway's Open Nature is 100 percent natural with no gimmicks, so people can feel good about what they buy and what they cook."

"Natural" You Can 100 Percent Trust

Given that the word 'natural' is not regulated by the FDA, the term's inclusion on food packaging has left consumers skeptical of the claim. Safeway heard that their shoppers wanted great-tasting products developed as close to their natural state as possible, and as a result developed Open Nature: 100 percent natural, 100 percent real. In doing so, Safeway is leading the charge in creating natural foods that meet shopper's needs. Unlike other products that claim to be natural, Open Nature products do not contain enriched flour, synthetic vitamin fortifications, alkalized cocoa, or hydrogenated or partially hydrogenated oils, among others.

Open Nature products are affordable, because Safeway believes everyone should have access to 100 percent natural foods that won't break a shopper's budget. Open Nature features an expansive line of products spanning multiple categories, making it easy for consumers to add natural foods to everyday life.

"Now consumers don't need to make trips to multiple stores to get the natural food choices they want. Safeway's Open Nature provides a range of natural foods across multiple categories – everything from fresh chicken, yogurt and ice cream to salad dressings, peanut butter, dinner sausages, hot dogs and pastas," said Minasi. Coming soon will be cereals and granolas, juices and more. "It's now easier than ever to include natural foods in every meal because Open Nature is priced lower than the national brands, when not on sale, as a part of our great everyday low prices throughout the store."

Consumers can now find a wide variety of Open Nature items exclusively at Safeway stores, and additional Open Nature products will be launched throughout 2011.

For more information about Open Nature, go to www.safeway.com.

About Safeway www.Safeway.com

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 1,694 stores in the United States and western Canada and had annual sales of $41.1 billion in 2010. The company's common stock is traded on the New York Stock Exchange under the symbol SWY. The Open Nature line is an addition to Safeway's portfolio of health and wellness brands, joining O Organics™ and Eating Right®.

About Tyler Florence

Tyler Florence is a local chef who has hosted and appeared on many national shows, including Tyler's Ultimate which currently airs on The Food Network. His shared passion with Safeway for quality food made him the ideal chef to prepare the offerings at the National Picnic Day event.

-Federal regulations prohibit the use of hormones in raising pork and poultry.

Follow Safeway Open Nature on Twitter at http://www.twitter.com/Safeway and connect with Safeway Open Nature on Facebook on http://www.facebook.com/Safeway

SOURCE Safeway Inc.



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