ARCADIA, Calif. -- Vons Cos. here is in the midst of a concerted effort to build its private-label grocery volume to 20% of sales. Vons expects to achieve that result by expanding its assortment to include an upscale Vons Select label sourced by Safeway, increasing marketing efforts and giving its private label more prominent shelf space, according to industry observers. According to the Vons 1994 annual report, "In the last four weeks of 1994, private label was 16% of sales, compared to ...

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