Safeway Launching ‘Colorado Proud’ Beef

Safeway Inc. is collaborating with Cargill on a new line of Colorado-raised steaks, roasts, stew meat, cube steak and stir fry beef under the supermarket chain’s Rancher’s Reserve Tender Beef label.

Produced at Cargill’s Fort Morgan, Colo., processing facility, beef products bearing the “Colorado Proud” logo will be sold in 116 Safeway stores throughout the region. Developed in 1999 by the Colorado State Department of Agriculture, the Colorado Proud program aims to increase awareness of and market foods produced throughout the state.

To mark the introduction of Colorado Proud guaranteed tender beef cuts, which are aged a minimum of 14 days, Safeway and Cargill will conduct a kick-off grilling event at the Fort Morgan beef plant on Friday morning.

“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,” said Al Duran, Safeway Denver division president. “We listen to our consumers, so when they tell us beef is an important food staple and a reason they shop at our stores, that gets our attention and we focus on delivering safe, nutritious, quality and affordable selections to satisfy the protein requirements for their families. Now, we can do that with locally raised and processed beef and we’re excited to make these offerings available to Coloradans.”

Nicole Johnson-Hoffman, Cargill assistant VP and general manager at Fort Morgan, noted the launch coincides with the 10th anniversary of Cargill producing the first Rancher’s Reserve branded meat products. “The beef we produce here showcases the finest efforts of Colorado’s cattle ranching families and represents the dedication, investment and hard work associated with cattle production that feeds millions of people,” she said.

Pleasanton, Calif.-based Safeway Inc. operates 1,666 stores in the United States and Canada.