Lucerne®, Safeway's Exclusive Dairy Brand, Announces Finalists in Eighth Annual Lucerne® The Art of Dairy™ Art Contest

   Lucerne®, Safeway's Exclusive Dairy Brand, Announces Finalists in Eighth
                Annual Lucerne® The Art of Dairy™ Art Contest

PR Newswire

PLEASANTON, Calif., Feb. 6, 2013

PLEASANTON, Calif., Feb. 6, 2013 /PRNewswire/ -- Today Safeway Inc.'s
exclusive dairy brand, Lucerne^®, congratulated the nine student finalists
chosen to compete for a $30,000 grand prize in the Eighth Annual Lucerne^® The
Art of Dairy™ Art Contest. The finalists were announced via a live reveal at
www.artofdairy.com. The nine finalists will now transfer their designs onto an
unconventional canvas – a life-sized fiberglass cow.

Beginning April 17, the public will vote for their favorite cow and crown a
winning artist in the contest that joins nutrition with artistic talent and
ingenuity. In addition, as part of the Teacher Incentive Program, all schools
that sent in entries were entered into a second-chance drawing, and one lucky
school will win $1,000 for its art department. The entries are being tabulated
and the winning school will be announced mid-March.

Since the inception of the Art of Dairy™ contest in 2005, Lucerne has
contributed over $373,000 to schools, teachers, and students. This year, over
6,400 entries were received from schools across the country.

The Lucerne brand is proud to be committed to promoting the creative growth of
young artists, supporting their talents along with underfunded art programs in
schools. The Art of Dairy contest has been going strong for eight years,
garnering thousands of creative, inspired design entries.

About the Contest
Safeway's Lucerne^® brand has been providing students with a wide variety of
wholesome dairy products for over a century. Delicious nourishment before,
during, and after school not only feeds the body, but it also helps fuel
creative minds.

Leveraging a brand new theme for this year's Art of Dairy™ contest –
"ImaginDairy Places" – students were encouraged to express their love of dairy
by creating an imaginary world made up of Lucerne dairy products on a
cow-shaped template. An elite panel of judges reviewed the thousands of
entries received and selected nine finalists who will transfer their designs
on to life-sized fiberglass cow sculptures. Once the finalists have completed
their works, America will decide the winner via online and mobile voting from
April 17 thru May 17, 2013. The finalist cows will be on display in stores in
April, and winners will be announced in early June.

In April and May, Safeway's YouTube page will chronicle the artistic process
of each of the finalists. These videos will allow the talented young artists
to express how art has impacted their lives and its importance to their
schools.

The contest winners will share approximately $46,000 in prizes with their art
teachers and their schools' art programs. The Grand Prize winner will receive
$20,000 for his or her school's art department, plus $5,000 each for the
winner and his or her art teacher. The First Prize winner receives $5,000 for
his or her school's art department, plus $2,500 each for the student and
teacher. In addition, one Honorable Achievement winner and their teacher will
receive $1,000 each. The remaining six finalists will receive $500 gift cards.

This program is a fun and unique way to promote creative growth and encourage
students to artistically express themselves; the contest not only gives
students a national platform to unveil their talents, but also helps
illustrate the importance of art education in schools.

For past contest winners, entry forms, delicious recipes, information about
Lucerne® and Official Rules, visit www.ArtofDairy.com.

The Art of Dairy 2013 Finalists
Gissella M. – Weber Institute – Stockton, CA
Hagen A. – Northwest Career and Technical Academy – Las Vegas, NV
Rachel R. – Sehome High School – Bellingham, WA
Sierra N. – Sandy High School – Sandy, OR
Kayla A. – Northwest Christian School – Phoenix, AZ
Yul J. – La Veta High School – La Veta, CO
Melissa P. – Tinley Park High School – Tinley Park, IL
Riley K. – Loudoun Valley High School – Purcellville, VA
Nhung (Julie) L. – South Grand Prairie High School – Grand Prairie, TX

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 1,644 stores
in the United States and western Canada and had annual sales of $43.6 billion
in 2011. The company's commonstockis traded on the New York Stock Exchange
under the symbol SWY.

CONTACT: Teena Massingill, 925-467-3810, Teena.Massingill@Safeway.com

SOURCE Safeway Inc.

Website: http://www.artofdairy.com
Website: http://www.safeway.com
 
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