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Organics Guru Helped Safeway Launch Store Label

Organics marketing guru David Becker's firm helped brand and market Safeway grocery store's O Organics label. Its success is readily apparent in the numbers. Sales from the O Organics label netted more than $162 million in the first year, after being marketed in all 1,800 Safeway-owned stores.

While organics typically demand a premium, privately labeled items can often be sold for less because the margins are higher. For O Organics, the end result is a private organic label that retails for close to the price of traditional groceries. More than 200 products are marketed under the O Organics label, and Becker said Safeway would soon introduce new infant and toddler products.

Becker's company, Philippe Becker Design Inc., designed a name, logo and the first 150 different packages for a new line of private label organics, as well as brand guideline books and internal communication videos for employee training.

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