Safeway converting private labels to national brands

Safeway is going to make its organic store brands (O Organics) available through competitors.

"We're working with partners that want to take pieces of the organic offer to other markets," Burd said during the call, "and we expect that by the end of this year you will see O Organics and Eating Right at other supermarkets besides Safeway."

The brand sold $310 million last year and was up 50% in the first quarter.

I'm beginning to see a number of cases (including the Dell-Radio Shack rumor noted in the item below this) that we might call "brand-blurring" -- where it isn't clear if something is a national brand or private label.