Join us for celebrations year-round, featuring your favorite ethnic and specialty items!

Whether we’re welcoming college freshmen to campus, or celebrating different cultures and traditions, we have something for everyone at our stores! Check out these pages to learn more about our activations!

Celebrating Hispanic Heritage

From Cinco de Mayo and Día de la Madre, to Fiestas Patrias and Hispanic Heritage Month… we love celebrating the authentic and specialty items that make these celebrations unique! Find out more on upcoming fiestas, and see videos of our past activations!

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Black History Every Day

Celebrating Black History year round with events that highlight the local and minority-owned businesses on Safeway's shelves! These include increased marketing support, product features, tastings, meal solutions, live music, face painting for the kiddos, non-profit donations and more!

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Late Night

We’re providing college students with fresh, new meal solutions, plus freebies and games as they start their school year!

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World Fare

Celebrate global flavors with internationally-inspired recipes, fresh tastings, live music, henna art, prizes, giveaways, and exclusive savings, all inspired by our featured cultural themes!

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Lunar New Year

Safeway is ringing in the Lunar New Year with food and drink tastings, a lion dance performance, live music and more! It will be a celebration you won't forget!

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Mind Body Planet

Our events are to encourage shoppers to focus on eating right to care for their mind and body, all while getting involved to protect our planet!

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