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    Safeway to Put Customers' Kids on Labels for O Organics Baby and Toddler Lines

    PLEASANTON, Calif. -- Safeway Inc. named two national grand prizewinners in its O Organics for Baby and O Organics for Toddler photo contest, and will use the kids' images to adorn the packaging of the two store brand lines.

    PLEASANTON, Calif. -- Safeway Inc. named two national grand prizewinners in its O Organics for Baby and O Organics for Toddler photo contest, and will use the kids' images to adorn the packaging of the two store brand lines.

    Eleven-month-old Matthew Zipper of Portland, Ore. was chosen for the O Organics for Baby line, and two-year-old Presley Parsons of Austin, Texas was chosen for O Organics for Toddler.

    "We [offered] our shoppers the chance to be involved with the launch of our new line of O Organics products for babies and toddlers," said Safeway e.v.p. and contest judge Larree Renda.

    Judges reviewed hundreds of pictures from photo sessions and selected the winners based on their appearance and personalities that shone through in their pictures. The kids will appear on future packaging and in-store print advertising materials, while their families will each receive $1,000 in Safeway gift cards.

    Safeway launched the new line of O Organics for Baby and O Organics for Toddler products in April and, a month later invited parents 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 also receive $1,000 in Safeway gift cards.

    O Organics for Baby and O Organics for Toddler are USDA-certified organic products for infants, babies, and toddlers, including 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.

    The lines are comprised of more than 40 products, and are exclusively available at Safeway, Vons, Dominick's, Pavilions, Randalls, Tom Thumb, Genuardi's, and Carrs/Safeway.

    Safeway operates 1,740 stores in the United States and western Canada and had annual sales of $40.2 billion in 2006.

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