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Safeway Bats For Stringent "Natural" Criteria In Marketing Of Natural Products

June 21, 2011: 10:00 PM EST
Safeway aims to promote transparency in the use of the term "natural" in the consumer packaged goods industry as it seeks to promote its Open Nature store brand of natural products. Lack of clear-cut definition of what a natural product is has confused some consumers, assigning nutrition and health benefits to products marketed as natural. Safeway's Open Nature products will come with packaging that includes lists of all ingredients, in clear language, on the front and back.
Dale Buss, "Safeway Seeks to Better Define “Natural” Foods", Brand Channel, June 21, 2011, © Brand Channel
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