Safeway celebrates private-label brand by setting Guinness World Records title

Retailer debuts Open Nature at event

PLEASANTON, Calif. — Safeway celebrated National Picnic Day on Saturday by breaking the Guinness World Record for longest picnic table and debuting its new private-label brand.

The record-setting picnic, held at the Marina Green in San Francisco, featured Safeway's Open Nature, a newly launched line of all-natural foods that includes meat and poultry, bread, yogurt, ice cream and salad dressing products, that were prepared by Food Network chef Tyler Florence. Safeway also succeeded at building a table exceeding 305 ft.

"Open Nature is a natural product line that consumers can have total confidence in because the ingredients are easy to understand and listed on the front of each package. We believe that nature has nothing to hide, and neither should your food," Safeway marketing president Mike Minasi said. "Having lunch at the World's Longest Picnic Table on National Picnic Day is the perfect vehicle for celebrating our Open Nature promise that ingredients should come from nature, and food should have as little processing as possible."

Login or Register to post a comment.