Safeway Chooses Customers' Children to Appear on Its Packaging

Safeway Inc. (NYSE:SWY) went to its shoppers to find the new faces for its packaging and announced today the national grand prize winners of the O Organics™ for Baby and O Organics™ for Toddler photo contest who will appear on its products. Eleven-month-old Matthew Zipper of Portland, Oregon was chosen for the O Organics for Baby line of products and two-year-old Presley Parsons of Austin, Texas was chosen for O Organics for Toddler. Judges reviewed hundreds of pictures from photo sessions and selected Matthew and Presley based on appearance and personality that shone through in their pictures. In addition to appearing on future packaging and on in-store print advertising, each tot’s family will receive $1,000 in Safeway gift cards. "We were thrilled to offer our shoppers the chance to be involved with the launch of our new line of O Organics products for babies and toddlers,” said Safeway executive vice president and contest judge Larree Renda. "We are excited for the families and that their adorable children will be the new faces of our wholesome and affordable organic brand.” Safeway launched the new line of O Organics for Baby and O Organics for Toddler products in stores in April and, a month later, invited parents and their little ones to participate in regional photo contests in 11 cities across the country. Eleven regional baby and 11 regional toddler winners were selected as grand prize finalists and will receive $1,000 in Safeway gift cards. Matthew and Presley were then selected as the national grand prize winners to appear on packaging and on in-store print advertising. O Organics for Baby and O Organics for Toddler are USDA-certified organic products for infants, babies and toddlers that includes Organic Milk-Based Infant Formula with Iron; cereals and oatmeal; baby food for stages 1, 2 and 3 of a baby’s life; and snacks such as organic Little Fruits Bite-Size Strawberry and organic Maple Arrowroot Cookies. With 40 products in all, products are exclusively available at Safeway, Vons, Dominick’s, Pavilions, Randalls, Tom Thumb, Genuardi’s, and Carrs/Safeway. Professional Photo Shoot Event Dates Safeway will host professional photo shoots of Matthew Zipper and Presley Parsons in their hometowns to capture their image for packaging and in-store print advertising. Presley Parsons Randalls store located at 10900 Research Blvd., Austin, Texas 10 a.m., July 31, 2007 Matthew Zipper Safeway store located at 10th & Jefferson, Portland, Oregon 9 a.m., August 7, 2007 Regional Grand Prize Winners Safeway (Denver, Colorado) Baby: Isabella Daniels -- Castle Rock, CO / Toddler: Aaron He -- Lone Tree, CO Dominick’s (Chicago, Illinois) Baby: Kaiya Zerwekh – Wheaton, IL / Toddler: Harmony Jones – Chicago, IL Safeway (DC Metropolitan Area) Baby: Alexis Nicole Cook – Fredericksburg, VA / Toddler: Nathan Lopilato, Bethesda, MD Genuardi’s (Philadelphia, PA) Baby: Lola Peña – Wynnewood, PA / Toddler: Michael Woodfin – Narberth, PA Safeway (San Francisco Bay Area) Baby: Markos Lagios – Oakland, CA / Toddler: Audrey Hemsworth – San Rafael, CA Safeway (Phoenix, Arizona) Baby: Jania Stuart – Tempe, AZ / Toddler: Shane Wheeler – Surprise, AZ Safeway (Portland, Oregon) Baby: Matthew Zipper – Portland, OR(1) / Toddler: Jacob Kennedy – Canby, OR Randalls (Houston, Texas) Baby: Zainab Asif – Sugarland, TX / Toddler: Presley Parsons – Austin, TX(2) Safeway (Seattle, Washington) Baby: Tyler Hamm – Puyallup, WA / Toddler: Gabriela Tolomei – Renton, WA Tom Thumb (Dallas / Forth Worth Metropolitan Area) Baby: Dylan Ceneviva – Plano, TX / Toddler: Hayden Hartsock – Frisco, TX Vons (San Diego, California) Baby: Emily Jones – La Mesa, CA / Toddler: Paityn Love – San Diego, CA (1)National Baby Winner / (2)National Toddler Winner About Safeway 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 1,740 stores in the United States and western Canada and had annual sales of $40.2 billion in 2006. Safeway supports a broad range of charitable and community programs and last year donated more than $154 million to important causes, such as cancer research, education, food banks and programs focused on assisting people with disabilities. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.