Lucerne®, Safeway's Exclusive Dairy Brand, Opens Public Voting in Eighth Annual Lucerne® The Art of Dairy™ Art Contest

   Lucerne®, Safeway's Exclusive Dairy Brand, Opens Public Voting in Eighth
                Annual Lucerne® The Art of Dairy™ Art Contest

PR Newswire

PLEASANTON, Calif., May 3, 2013

PLEASANTON, Calif., May 3,2013 /PRNewswire/ -- Lucerne^®, Safeway Inc.'s
exclusive dairy brand, invites the American public to vote for their favorite
cowin the Eight Annual Lucerne^® The Art of Dairy™ Art Contest. Nine student
finalists were chosen to compete for a $30,000 grand prize with an
unconventional canvas for their legendairy designs - a life-sized fiberglass
cow. America will crown the winning artist in the contest that joins nutrition
with artistic talent and ingenuity. Voting will take place on through May 17.

Every 100,000^th voter will receive a $100 Safeway gift card (up to the one
millionth voter). Plus, now through May 17, people can show their love for
Lucerne^® on Twitter by tweeting a picture of their favorite Lucerne product
to hashtag #artofdairy, along with the reason they love that product, for a
chance to win one of ten $100 Safeway gift cards. More details about the
giveaways and official rules can be found at

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 also helps fuel creative
minds. Leveraging a brand new theme – "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 transferred their designs on to life-sized fiberglass cow sculptures. Now,
America will decide the winner via online voting thru May 17, 2013. The
finalist cows will be on display in stores, and winners will be announced in
early June.

In 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.
Plus, the high school that sent in the most entries per capita won $1,000 as
part of the Teacher's Incentive Contest. This year's winner, Kearny High
School of San Diego, CA, took the prize with an impressive entry submission
rate of 7.84%.

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

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
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 1,641 stores
in the United States and western Canada and had annual sales of $44.2 billion
in 2012. The company's common stock is traded on the New York Stock Exchange
under the symbol SWY.

CONTACT: Teena Massingill, 925-467-3810,

SOURCE Safeway Inc.

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