Reading Cereal Boxes Takes on New Meaning

Link to October 27 American Library Association news release, "ALA partners with Safeway Inc. to launch cereal box initiative".

Excerpt: Libraries are everywhere, rooted in nearly every school, campus and community, but they are are about to take front and center in a new place: the breakfast table.

The American Library Association (ALA) is working with Safeway Inc., on a roll-out of the first two of five Safeway-brand cereal boxes with back-panel content about libraries and librarians. The boxes will launch this October and will be available at Safeway’s 1,500 stores across the nation.

” We are proud to partner with the American Library Association and collaborate in the creation of educational panels for our line of Safeway Brand cereal. This is a way we can support the efforts of the ALA and bring education and enjoyment to our consumers,” said Mike Minasi, Safeway president, marketing.

“We want to thank Safeway for presenting us with a unique opportunity,” said ALA Executive Director Keith Michael Fiels. “The cereal boxes will bring information about some of the exciting ways to enjoy libraries – and about the value of libraries -- straight into people’s homes.”

The first boxes to feature the library-related content are Toasted Oats and Honey Nut Toasted Oats. There will be a staggered launch for the rest of the panels.

Closest locations to Retiring Guy. (Safeway must own Dominick's.)