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!

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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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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Festa Italiana

Safeway invites you to celebrate Festa Italiana! Experience authentic Italian food and wine samples, live Italian music, and giveaways!

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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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