Mike Minasi and James White, Safeway

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When consumers like Deb Poe speak, marketers listen. Last month, the well-heeled mother of three was shopping at a Dominick’s supermarket in the Chicago suburb of Oak Park, Ill. when she reached for a bag of O Organics whole wheat pasta. The Safeway-owned store brand, with its colorful packaging and slanted “O” logo, stood out on shelves next to boxes of Barilla spaghetti and other familiar products.

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