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PLEASANTON, Calif. -- Many retail private labels have long, impressive histories. Yet few can boast the longevity of Safeway's Lucerne brand, which is celebrating its 100th anniversary.
As one of the oldest supermarket labels in the nation and Safeway's No. 1 dairy brand, Lucerne is an integral part of Safeway's history. In fact, it's the reason Safeway was the first retailer to process its own milk.
"The longevity of the brand can be attributed to the quality of the products under the Lucerne label and the dedication of Safeway to its brand in driving innovation and value," Douglas Palmer, Safeway's vice president, corporate brands, told SN.
Over the last 100 years, Lucerne has grown from a local butter brand to a nationally recognized line of dairy products, including milk, cream, cottage cheese, sour cream, yogurt, natural cheeses,...