Safeway promotes locally grown produce

Pleasanton, Calif. Safeway Inc. launched a campaign to increase its focus on locally grown produce and draw customer attention to the company’s selection.

Safeway’s campaign will include a range of material including “locally grown” reference maps in stores 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.

Nearly a third of Safeway’s produce comes from local sources. In California, that number is even greater, roughly 45%, Safeway said in a statement.