Earth Day


New Line of Cleaning, Laundry, Paper and Lighting Products Available Exclusively

at Safeway Stores in the U.S. and Canada

Pleasanton, Calif. – Nov. 20, 2008 – Safeway today announced the introduction of Bright Green™ – a new line of home care products featuring cleaning and laundry soaps made with biodegradable and naturally derived ingredients, energy-efficient light bulbs and paper products made from 100 percent recycled content. The breadth, convenience and affordability of Bright Green products make it easier for customers to reduce their impact on the environment without making a major impact on their pocketbooks. Bright Green products are available today and are sold exclusively in the more than 1,700 Safeway store locations in the U.S. and Canada.

“More than ever, our customers are aware of the choices and behaviors that affect the world around us, including the products we use to clean our homes, light our rooms and wash our laundry,” said Mike Minasi, Safeway President of Marketing. “We wanted to simplify ‘choosing green’ and developed Bright Green so together we can contribute to a cleaner and healthier community – and planet.”

Bright Green is a comprehensive line of home care products for hundreds of household tasks to help customers discover easy ways to be good stewards of the earth in their own homes. In a recent survey, one-third of respondents reported that the reason they chose earth-friendly alternatives was that it made them feel good about themselves.

“Feeling good about our contributions to the preservation of the environment builds stronger communities and a healthier world; however, many people don’t know where to start,” Minasi said. “With this in mind, we developed Bright Green to be effective, affordable and accessible for our customers.”

Each item in the Bright Green line has been evaluated by a third-party environmental, sustainability and food quality certification agency, Scientific Certification Systems (SCS) ( SCS reviewed the Bright Green products individually for naturally derived and biodegradable ingredients, post-consumer recycled content and energy efficiency. In support of its goal of making products ever more environmentally friendly, Safeway also is working to develop consistent environmentally preferable guidelines across the entire Bright Green line. All Bright Green products have been formulated to be as effective as leading national brands of traditional household cleaning, laundry, paper and lighting products. Bright Green products are priced comparably to leading national brand products, and many are concentrated to offer customers a better value. If a product does not meet Bright Green’s requirements, it does not find a place in the brand’s product line.

Bright Green products are sold exclusively at the Safeway family of stores, including Safeway, Vons, Pavilions, Dominick’s, Carrs/Safeway, Randalls, Tom Thumb and Genuardi’s.

Bright Green Product Line

Cleaning: Bright Green cleaning products are biodegradable and are made from naturally derived ingredients. Products include Floor Care, Toilet Bowl Cleaner, Bathroom Cleaner, Glass/Window Cleaner, All Purpose Cleaner, Auto Dish Wash Powder and concentrated Hand Dish Wash Liquid.

Laundry: Bright Green laundry products are phosphate-free and specifically formulated for high-efficiency washing machines. Products include Bleach, Liquid Detergent in natural Lavender and Fragrance Free scents, and Fabric Softener Liquid.

Paper: Bright Green paper products are made from 100 percent recycled (80 percent post-consumed) content and whitened without the use of harmful, elemental chlorine chemicals. Products include Paper Towels, Bath Tissue, Paper Napkins and Facial Tissue.

Lighting: Bright Green lighting products are energy-efficient and ENERGY STAR approved compact florescent light bulbs available in 18 watts (which provides lighting equivalent to a standard 75-watt bulb) and 23 watts (equivalent to a 100-watt bulb). They use less wattage to output the same amount of light as a conventional bulb and can last up to nine years.

Safeway’s Focus on Green

Bright Green products will be transported by Safeway’s fleet of more than 1,000 trucks that use biodiesel fuel. Safeway is one of the first major retailers in the United States to convert its entire fleet to biodiesel, helping offset carbon dioxide emissions by 75 million pounds annually, the equivalent of taking nearly 7,500 passenger vehicles off the road each year.

Safeway created a Greenhouse Gas Reduction Initiative to manage its carbon footprint, address climate change and reduce air pollution. Its conscientious commitment to environmental practices include converting its entire truck fleet to cleaner-burning biodiesel fuel; being one of the largest retail purchasers of renewable wind energy in the U.S.; launching a solar power program to convert two dozen California stores to solar energy; implementing energy-saving strategies in stores by installing energy-efficient refrigeration technology and freezer systems and using LED lighting to significantly reduce electricity usage; and operating an extensive recycling program in which nearly 500,000 tons of materials are recycled each year. Safeway also offers reusable canvas bags to customers and has plastic bag recycling programs at many stores.


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 1,743 stores in the United States and western Canada and had annual sales of $42 billion in 2007. Safeway supports a broad range of charitable and community programs and in 2007 donated more than $172 million, the equivalent of 20% of its net income, to causes such as cancer research, education, food banks and programs focused on assisting people with disabilities.