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Supervalu(R) Beefs up Its Beef Offerings, Introduces New Stockman & Dakota(TM) Brand
New nationwide brand is part of a company-wide beef program designed to position its stores as the place for beef

MINNEAPOLIS--(BUSINESS WIRE)--May. 11, 2009-- SUPERVALU® (NYSE: SVU) today announced the launch of the Stockman & Dakota brand of premium USDA Choice Angus beef that is part of the company’s comprehensive new beef program designed to position its stores as the unparalleled destination for fresh, quality beef. The new brand is available nationwide at SUPERVALU’s family of stores, including Acme®, Albertsons®, bigg’s®, Cub Foods®, Hornbacher’s®, Jewel-Osco®, Shaw’s/Star Market, Shop ‘n Save® and Shoppers Food & Pharmacy®.

In addition to Stockman & Dakota brand products, the company’s beef program will include a new store-branded beef line that provides improved quality over existing offerings at a good value. In total, the program will encompass 60 different cuts of beef and feature improved merchandising, new signage and enhanced service in the meat department. Consumers will now find useful information, tips and tools both in-store and online to help them make better sense of beef.

“With our new beef program, we’re positioned to address the growing trend of eating at home by providing customers with fresh, quality cuts of beef and a differentiated in-store experience that gives them the preparation tips, recipes and serving ideas they need to create a restaurant-quality meal at home, for less,” said Jim Smits, SUPERVALU group vice president, fresh foods merchandising. “In fact, we’re so confident in the quality of our beef that we’re guaranteeing our products twice. Customers who aren’t satisfied will receive a refund and a free replacement cut of beef.”

The New Stockman & Dakota Brand of Beef
The Stockman & Dakota brand features a comprehensive assortment of beef cuts that meets consumers’ varied preferences and needs. Offerings range from bone-in rib eyes, New York Strips, Porterhouse and T-bone steaks to boneless rump and boneless chuck roasts.

The Stockman & Dakota brand offers customers restaurant-quality cuts of beef at prices they can afford. All Stockman & Dakota products are selected from premium USDA Choice Angus beef and then hand-carved to ensure the freshness, tenderness and flavor that consumers demand.

Additional information on the Stockman & Dakota brand, along with recipes, usage ideas, coupons and a store locator, can be found at www.stockmananddakota.com.

The New Store Brand of Beef
The new store brand of beef is designed to exceed customer expectations from both a taste and a budget perspective. All store-branded products are hand-selected for the best possible quality and tenderness. Competitively priced, the new store brand of beef helps customers stretch the family budget while enhancing the quality of the meals they serve.

Differentiated Consumer In-store Experience
As part of SUPERVALU’s new beef program, all stores will receive a new in-store signage system in the meat department that provides easy customer navigation and directions on how to properly prepare and serve beef. In the meat case, beef cuts will be grouped by cooking method — such as grilling, oven roasting, slow or pan cooking — and all packages will feature a cooking label, making it easy for customers to choose beef products by the cooking method they prefer.

SUPERVALU also has made a significant investment in training to support its beef program. Employees in the meat department are experts at helping customers select the right cuts and grades of beef for every cooking method and occasion. They also can provide customers with cooking tips and serving ideas for the full range of beef offerings. From the cut to the grade and every way to prepare, garnish and serve it, they understand the very essence of beef.

Consumers also will be able to find a variety of unique beef recipes — at the shelf and on store Web sites — to help add variety and interest to home-cooked meals. Featured recipes include grilled beef fajitas; grilled steak with roasted garlic butter; grilled jerk beef sandwiches; grilled teriyaki beef kabobs; New York strip with horseradish mustard sauce; grilled sirloin salad; blue cheese and caramelized pear burgers; and garlic peppercorn rib eye roast. Information on cooking methods and preparation tips is available in stores and on store Web sites.

“Research shows that consumers rank quality, freshness and tenderness above other attributes when selecting beef. Studies also have found that consumers don’t understand the grading system, the different cuts of beef and how to properly cook beef,” Smits said. “By offering two new brands of beef and a differentiated in-store experience, our new beef program helps to address consumer needs not only for quality, value and selection, but also for more beef knowledge and education. With our new beef program, shoppers now have the tools to provide a savory, consistent eating experience at home.”

Beef Spoken Here
SUPERVALU’s new beef program will be supported with a fully integrated marketing campaign titled “Beef Spoken Here.” The campaign debuts May 10 and includes print, TV, radio and outdoor advertisements, as well as interactive and direct marketing.

About SUPERVALU INC.

SUPERVALU INC. is one of the largest companies in the U.S. grocery channel with estimated annual sales of $43 billion. SUPERVALU holds leading market share positions across the United States with its approximately 2,500 retail grocery locations, including nearly 900 in-store pharmacies. Through the company’s nationwide supply chain network, SUPERVALU provides distribution and related logistics support services to more than 2,500 independent retailers across the country. SUPERVALU has approximately 180,000 employees. For more information about SUPERVALU, visit www.supervalu.com.

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Source: SUPERVALU INC.

For SUPERVALU INC.
Susie Bell, 952-828-4356
Susan.bell@supervalu.com
or
Kristi Nelson, 612-375-8545
kristi.nelson@clynch.com