Safeway Launches ‘Locally Grown’ Campaign
By Tom Ryan
Safeway Inc. last week launched a “Locally Grown” campaign
featuring new in-store signage that maps its growers, store visits from farmers
and advertising that touts its local produce. The move appears to take a
page from retailers such as Whole Foods that have marketed their commitment
to sustainable, organic and locally grown foods to bond with eco-conscious
“We’ve been purchasing locally grown agriculture
for a long time,” Steve Burnham, vice president of produce for Safeway, told the
San Francisco Business Times. “What is new is our
initiative to share it with the consumer. And share just how committed we
are to buying locally grown. I don’t think we’ve done a tremendous job of
that in the past.”
In a statement, Safeway noted that nearly a
third of its produce comes from local sources. In California, the number
reaches 45 percent.
Safeway said its commitment means that shoppers
can find more local produce per item at its stores than at a typical farmer’s
market. The “Locally Grown” campaign features partnerships with local farmers
such as G&S Farms of Brentwood, CA, a grower of sweet corn and green
beans, and Fitzgerald Orchards of Tyro, VA, which has supplied East Coast
Safeway stores with apples for nearly 60 years. The program gives purchasing
preference to such local growers.
Stores will feature “Locally Grown” promotional
signs that highlight specific growers in the region, “locally grown” reference
maps that will geographically show the location of key local farmers as well
as point-of-sale material that will tell the story of Safeway’s local farmers.
Safeway said that in addition to the quality
benefits, buying locally grown fruits and vegetables reduces greenhouse emissions
by limiting transportation miles. Sourcing locally ensures the vitality of
local farms, which translates into economic opportunities for local communities.
Safeway also said the locally-grown product “will be competitively priced,
giving Safeway customers the best value for their money.”
Discussion Question: What
do you think of Safeway’s “Locally Grown” campaign? How should Safeway
be marketing the strategy? Will this help them better compete with Whole
- Safeway Launches Campaign to Promote Locally
Grown Produce – Safeway Inc.
- Safeway rolls out signs to create a ‘locally
grown’ feel – San Francisco Business Times