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Safeway joins USDA on national health-and-wellness communication initiative

BY Michael Johnsen

PLEASANTON, Calif. — Safeway on Tuesday joined forces with the U.S. Department of Agriculture’s Center for Nutrition Policy and Promotion on an initiative to develop and promote dietary guidance that links scientific research to the nutrition needs of consumers.

"Empowering our shoppers and employees to make the right nutritional choices for themselves and their families is paramount in the way we do business," Safeway chairman, president and CEO Steve Burd said. "We are very excited about the USDA partnership as it underscores our commitment to health and wellness and provides a natural extension to the work we’re already doing to help Americans make informed, healthier choices when shopping in our stores and in their daily lives."

As one of the largest national grocery chains to become a national strategic partner in the CNPP’s Nutrition Communicators Network, Safeway will help drive the group’s food retail-based effort. "Retailers are critical to helping our vision become a reality because they have the opportunity to impact and educate consumers at the store and on the shelf," noted Robert Post, deputy director of USDA’s CNPP. "We look forward to partnering with Safeway and embrace the expertise they bring to our efforts in encouraging Americans to adopt a healthier lifestyle."

Safeway already has implemented programs designed to educate consumers on healthy living. For example, its proprietary SimpleNutrition shelf tag system helps shoppers quickly make food and beverage choices that meet the nutritional needs of their families. Safeway is also developing a fun and educational in-store tour program for kids spotlighting the major food groups and further establishing USDA MyPlate messages.

In addition, Safeway has been making its pharmacists available to offer education and consultation for a broad range of needs such as proper utilization of over-the-counter and prescription products, preventive care (including immunization services) and management of such chronic diseases as diabetes, the grocer said.

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Vapur launches Element Anti-Bottle

BY Allison Cerra

WESTLAKE VILLAGE, Calif. — Vapur has launched a collapsible and reusable water bottle.

The Vapur Element Anti-Bottle is made with a 3-ply combination of BPA-free nylon and antimicrobial polyethylene, can be folded and stowed away when it is empty, and also is freezable and dishwasher safe, the company said.

"The Element is designed to be the everyday, go-to hydration solution for the active lifestyle," Vapur co-founder and chief design officer Jason Carignan said. "The Element enables on-the-go hydration and is an essential piece of gear for the outdoor adventurer and the urban warrior alike."

The Element, available in Water, Fire, and Wind designs, carries a suggested retail price of $11.99 for a 0.7-liter bottle and $13.99 for a 1-liter bottle.

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M-Edge embraces spring trends in new collection

BY Allison Cerra

ODENTON, Md. — M-Edge has unveiled its latest collection of tablet, smartphone and e-reader accessories in time for spring.

The company said its latest collection of iPad, iPhone, and Kindle cases showcase this season’s trends, including neons, pastels, and prints including tribal, ikat, florals and chevrons. M-Edge said many of its products will tout these new colors, including its Trip Jacket for the iPad, which incorporates a variety of bright twill exteriors and contrasting neon elastic closure straps. What’s more, M-Edge also has added six seasonal colors to its popular iPhone skin, the Alter Ego: tangerine, lemon, teal, purple, cobalt and fuchsia. Existing colors currently include such pastels as mint and sherbet, as well as some glow-in-the-dark colors.

As part of the rollout, M-Edge also is encouraging consumers to visit the brand’s "design your own" cover site, MyEdge, which showcases styles developed by licensed and in-house artists that are inspired by various prints as pop culture, including "The Girl with the Dragon Tattoo," "Hunger Games," "Twilight," "Great Gatsby" and "Iron Man."

All M-Edge trend products are available for sale at Medgestore.com, as well as such major retailers as Best Buy, Target, and Staples.

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