Safeway announces its Softly bath and facial tissue and Ultra Thirsty paper towels brands now produced to standards of FSC and Rainforest Alliance, says these products expand upon its existing sustainable offerings

Diane Keaton

PLEASANTON, California , March 13, 2012 (press release) – Safeway Inc. (NYSE: SWY - News) today furthered its commitment to sustainability and the preservation of global forests by announcing that its consumer brand Softly bath and facial tissue and Ultra Thirsty paper towels are now produced to the high environmental and social responsibility standards of the Forest Stewardship Council(TM) (FSC®) and the Rainforest Alliance. Shoppers can identify FSC-certified and Rainforest Alliance-certified(TM) products by the respective FSC logos and seals on every package.

Safeway strives to source raw materials that are responsibly produced and that have a certified chain of custody. The Forest Stewardship Council uses third-party experts to verify forest management practices and track materials as they are selectively harvested from the forest and become products downstream. Incoming paper fiber is classified into two groups, certified fiber and controlled wood fiber. FSC-certified paper products are produced with fiber sourced from suppliers who have been independently certified to follow the strictest standards in sustainable, ethical forestry management and production chain controls.

"With forest resources under stress, it is important we lead by walking the talk in our environmental specifications for paper and help drive meaningful sustainability improvements in the supply chain," said Don Davidson, Safeway Vice President, Strategic Sourcing.

Safeway offers shoppers a choice in superior-quality, cost-competitive consumer brands which embrace stewardship in natural resources. These improved chain-of-custody certified paper products expand upon existing sustainable product offerings, such as the company's certified Bright Green line of paper towels, bathroom tissue, napkins, and facial tissue that are made from 100% recycled paper and processed chlorine-free materials. Our non-certified consumer branded items in these categories are sourced from suppliers which are chain-of-custody certified and are manufactured with controlled wood fiber. All controlled sources are screened to ensure they aren't contributing to the most destructive practices in forestry.

Safeway's commitment to forest ecosystems was praised by The Sierra Club.

"We welcome this initiative," said Sierra Club Executive Director, Michael Brune. "We need companies like Safeway to see the forest through the trees and help drive demand for FSC certified paper products."

Safeway is an industry leader in environmental sustainability, ethical business practices and effective community outreach. The company upholds an operating philosophy that is rooted in corporate social responsibility and focused on four key fundamentals: People, Products, Community, and the Planet. These fundamentals are "The Heart of Safeway," bringing together our passion for food and serving our customers with the rapidly developing needs of our communities and our planet.

About Safeway www.Safeway.com

Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,678 stores in the United States and western Canada and had annual sales of $43.6 billion in 2011. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.