Safeway partners with Marcela Valladolid on authentic Mexican cuisine in appeal to the Hispanic shopper

PLEASANTON, Calif. — Food Network host Marcela Valladolid has teamed up with Safeway to create the Marcela Valladolid brand, the grocer announced Monday. The new Safeway-exclusive Marcela Valladolid brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a taste of Mexico.

"Growing up in Mexico, I know what real Mexican food is — and isn't," said Marcela Valladolid. "I'm passionate about holding on to my heritage and sharing it with family and friends, and cooking is a great way to do this. Now, together with Safeway, I am bringing millions of people my favorite Mexican foods and flavors, rooted in tradition, but made easier for our busy lives."

The Marcela Valladolid brand will offer dozens of products across the store, ranging from ready-to-cook meats and tortillas to snacks. Valladolid has worked closely with the chefs at the Safeway Culinary Kitchens to create this product line.

"Hispanic Shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience," stated Joe Ennen, SVP consumer brands for Safeway. "Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere."

Marcela Valladolid products will be on shelves in more than 1,400 Safeway stores nationwide beginning in September 2013. 

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