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• Safeway announced yesterday that it has hired Diane M. Dietz - formerly of Procter & Gamble, where she is said to have rejuvenated the Crest brand – to be its new executive vice president and chief marketing officer.

Her broad experience running one of the most valuable brand portfolios in the world and her demonstrated ability to drive sales at retail are well-suited for her responsibilities at Safeway," Safeway CEO Steven A. Burd said in a prepared statement.

KC's View:
The supermarket world needs more people who see the retailer as a distinct and marketable brand that goes beyond the brands that are sold in-store. Smart move by Safeway to hire someone from this world.