Safeway Launches Private-Label, Local Beef

DENVER — Safeway will begin selling local beef in Colorado under its Rancher’s Reserve Tender Beef label, the retailer announced.

The new Rancher’s Reserve products — sourced from Cargill’s Fort Morgan, Colo., processing plant — include steaks, roasts, stew meat, cube steak and stir fry beef. They will carry the logo for Colorado Proud, a program begun in 1999 by the Colorado State Department of Agriculture to promote local foods.

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“Consumers are increasingly interested in knowing how their food is produced and where it comes from, and we are addressing that desire for information and knowledge through the introduction of Colorado Proud beef,” Al Duran, Safeway Denver division president, said in a statement.

Safeway plans to sell the Colorado Proud beef at 116 stores in the region.