Safeway Debuts Open Nature Brand

Safeway Inc. has launched Open Nature foods, a line of meats with 100 percent natural ingredients. In its official blog, the Pleasanton, Calif.-based grocer said the own-brand products are minimally processed, contain no added hormones and come from animals fed an all-vegetarian diet and raised without antibiotics.

The Open Nature line, available in all Safeway stores and other company banners, currently includes fresh chicken, sausage, bacon and hot dogs. In addition, select stores are carrying Open Nature natural Angus beef and fresh pork, and the retailer said other new items are “on their way.”