PLEASANTON, Calif. — Cause-marketing programs and event sponsorships are more commonplace in the private-label industry. Safeway distributed samples of its new In-Kind line in race packets at the Nike Women’s Marathon in October 2011. Held in San Francisco’s Union Square, the annual event is held to raise funds and awareness for the Leukemia & Lymphoma Society. More than 20,000 runners compete each year. The In-Kind line includes lotions, body washes, shampoos, ...

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