CHICAGO — Safeway is adhering to a new private-brand innovation model that borrows from national brand marketers while leveraging assets that are unique to retailers. "What we're trying to do is build bigger and better brands faster and serve our consumers better," Alex Petrov, vice president of consumer brands for Safeway told attendees at the Private Brand Movement conference here Tuesday. In the last 15 months, over 1,200 products have been tested and hundreds ...

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