Fresh & Easy Neighborhood Market's introduction of its new "green" household products line mirrors similar private brand efforts being made by numerous other grocery chains and mass merchandisers, all trying to cash in on the growing popularity of the sustainable cleaning products and paper goods categories, sales of which are led by consumer packaged goods brands like Seventh Generation, Green Works (Clorox), Simple Green, Green Clean and Mrs. Meyer's (SC Johnson), and Method.
Pleasanton, California-based Safeway Stores, Inc. was one of the first grocery chains to introduce a multi-line "green" or sustainable private brand in the household products segment, when in 2008 it launched its 'Bright Green' store brand, which features eco-friendly products in the household cleaner, paper goods and light bulb categories.
The "green" private brand has done well for Safeway Stores, which since the introduction of the first 27 SKUs in 2008 has continued to grow the number of items under brand 'Bright Green,' along with promoting and marketing the sustainable household products brand in a number of creative ways, including the creation of its "Bright Green Clean Team," which consists of a group of Safeway-sponsored volunteers who wear blue and green (the brand's colors) outfits, and last year cleaned up schools in regions and cities where Safeway operates stores, including Washington D.C., Philadelphia, Seattle, Portland, Chicago, Southern California and San Francisco, using 'Bright Green' cleaning and paper products.
'Bright Green.' 'Green Things.' In our piece on Monday - February 7, 2011: Getting There First...Plus, Are Tesco's Fresh & Easy and Safeway Traveling Down A Similar Private Brand Aisle? - we asked, as reflected in the title, if Tesco's Fresh & Easy is traveling down a similar private brand road as Safeway Stores is? Fresh & Easy's new 'Green Things' line sure makes that question from two days ago even more interesting to ponder, in our analysis and opinion.