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Safeway/Vons Embraces 'California Grown' Promotional Info

SACRAMENTO, Calif. -- In an effort to help consumers easily identify products grown in the Golden State, Safeway/Vons is the first major retailer to offer "California Grown" product information statewide, featuring the voluntary marketing program's signage in each of its 531 supermarkets.

Permanent "California Grown" signage is now prominently positioned throughout the grocery chain, the largest in California, in produce departments from Crescent City in the north to Calexico in the south.

"Our customers depend on the high quality of the fruits, vegetables, and dairy and meat products available in our stores," said Rick Smith, v.p., corporate produce merchandising for Safeway.

"We are excited about the 'California Grown' marketing campaign and plan to feature a wide range of California-grown products throughout our stores. We're proud to provide our customers with this information so they can easily recognize and choose products grown here in our own state," Smith added.

As shown in a recent survey commissioned by the Buy California Marketing Agreement (BCMA) and conducted by Rose Research, this point-of-purchase information is important to Californians. In fact, 75 percent of consumers say they are inclined to buy California agricultural products when given the choice.

The in-store signage at Safeway and Vons features a distinctive "California Grown" blue license plate logo. In addition, the retailer has run radio and print ads for the program, with some individual produce to be labeled with "California Grown" PLU stickers later this year.

The "California Grown" campaign, funded by Gov. Gray Davis' Buy California Initiative, the California Department of Food and Agriculture, and the U.S. Department of Agriculture, features messages from agricultural organizations such as the California Asparagus Commission, the California Avocado Commission, the California Strawberry Commission, the California Table Grape Commission, and the Wine Market Council, among others.
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