In 2015, Safeway was taken over by Albertsons for over nine billion dollars. This operation made it part of the second largest food distribution group in the US market, with a total turnover of about 83 billion dollars a year. The over one century old brand, however, has remained faithful to its original business model. This is based on every-day low-price policies, as well as attention to new consumer trends. Among these, organic and natural products stand out, enhanced through innovation in private labels, as well as Italian food products. The retailer, which can count on a total of about 900 stores, has its most significant presence in California, where it owns 240 stores.
ITALIAN FOOD ON THE SHELVES
Overall, the offer of authentic Italian food products is clearly exposed to competition from Italian sounding, which is particularly widespread in some categories. Among cheeses, for example, alongside so much Parmesan, only Parmigiano Reggiano (6.99 dollars for the pack of 226 grams) and Grana Padano stand out. The assortment of pasta sauces is much more balanced. Italian food is well represented by Bertolli brand, also present with the organic line at a promotional price of 3.99 dollars for the 700ml package. Traditional Bertolli sauces, on the other hand, cost between 3.49 and 3.99 dollars, on average almost twice as much as the Italian sounding Prego brand. On the same shelf there is also Barilla pesto (3.69 dollars for 170g basil). Barilla is also a protagonist in pasta, especially in packs of 454g for 1.79 dollars. However, De Cecco and Delverde are also present. The fresh pasta shelf, moreover, is guarded by Rana ($6.99 for cheese and bacon filled pasta in family size from 567g), flanked by Buitoni in the offer of fresh sauces, with prices ranging from 4.99 to 6.99 dollars for packages of 425 grams.