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news ON OUR RADAR Albertsons, an affiliate of Cerberus Capital Management L.P., has Abby Ceule, director, marketing communications: entered into an agreement to acquire retailer Safeway, Inc., Pleasanton, Ceule will be responsible for the strategy and execution of positioning CA, for an estimated total purchase price of $9 billion. Under the merger Corbion and its products in the North American bakery and food agreement, Safeway shareholders will receive $32.50 per share in cash. markets. She has been with the organization for 10 years, most recently as Additionally, shareholders will have the right to receive pro-rata distri- senior marketing manager, bakery, for Corbion Caravan. butions of net proceeds from primarily non-core assets with an estimated value of $3.65 per share. The deal is estimated to be completed Stuti Jhunjhuwala, director, international business development: and final by the fourth quarter of 2014. Jhunjhuwala joined Corbion in 2011 as category manager. In her new role, she will be responsible for development and execution of market entry "This transaction offers us the opportunity to better serve customers and expansion strategy for international markets. by adapting more quickly to evolving shopping preferences in diverse regions across the country," says Bob Miller, CEO of Albertsons. "Each of these individuals will provide the leadership and vision to continue our success," says Bill McGowan, president of Amercias and The merger will create a network that includes more than 2,400 stores, SVP global bakery, Corbion. "Their expertise is an enormous benefit and 27 distribution facilities and 20 manufacturing plants with 250,000 demonstrates our commitment to growth." employees. Retail banners included in the network will be Safeway, Vons, Pavilions, Randalls, Tom Thumb, Carrs, Albertsons, ACME, Jewel-Osco, Lucky, Shaw's, Star Market, Super Saver, United Supermarkets, Market The Kroger Co.'s Simple Truth line of products is proving to be a success Street and Amigos. Albertsons said no store closings due to the merger story. Launched in September 2012, the company said recently that sales are anticipated. have grown at an "astonishing pace." Miller, the current CEO of Albertson's, will become the executive "Simple Truth continues to grow at an astonishing pace, and we now chairman of the new organization, and Robert Edwards, Safeway's expect it to reach billion-dollar brand status by the end of fiscal year '14," current president and CEO, will become president and CEO of the says Mark Ellis, president and COO, during a March 6 conference call to combined company. discuss Kroger's latest earnings release. Ellis noted that Kroger added more than 100 items to the line during fiscal Corbion announces the following executive appointments to support year 2013, ended Feb. 1, 2014. Both the Simple Truth and Simple Truth growth in bakery: Organic lines of products have simple ingredient Steve Scales, vice president, sales: labels and the non-organic Scales has been with the organization for three years. During this time he products are free-from 101 has successfully led and grown a national accounts team. In his new role, ingredients Kroger has Scales will continue to lead this team and drive new opportunities for the identified as of concern to its bakery market. customers. Deborah Hodgson, national account director, foodservice & supermarket: All Simple Truth and Simple Since joining the organization last year, Hodgson has focused on creating Truth Organic products are new opportunities in the foodservice and supermarket channels. In marked with the brand's her new role, she will continue this work and lead growth strategies for green circular logo and national account expansion. contain ingredient statements. Simple Truth Organic items display the USDA organic seal on the Lee Heaton, director, strategic accounts: front of packaging, while Simple Truth products have visible identifiers As director of strategic accounts, Heaton will be responsible for managing that indicate their category. national distributor relationships for bakery. Heaton has been with the organization for five years, most recently as global key account manager Consumer demand for products perceived as "cleaner" or fresher also is for Corbion Purac. having an impact on Kroger's instore mix. instore * MAR + APR 2014 * 11

Table of Contents for the Digital Edition of instore - March/April 2014

Instore - March/April 2014
Editor's Note - The Thanksgiving Issue
What's in store for Nov. + Dec.
Table of Contents
News - Industry Mourns Loss of Carol Christison
On Our Radar
Trending - Muffins
Trending - Deli Prepared Foods
Regulation - Nutrition Labels
Proposed changes at a glance
Consider Whole Grains
Grab-and-go Growing
The Flavors of a Diverse America
Promoting Value
Connecting to Communities
All You Need is Cheese
Embracing Hispanic Trends
Product Trends - First to Market
Product Showcase/Ad Index
Next Up - Christmas and New Year's

instore - March/April 2014