Safeway is now powering its Dublin, Calif., grocery store with the help of solar panels, and it will soon install power-generating rooftops in 23 more stores in the state. "This is an extension of Safeway as a brand that is more health conscious," said Tim Ross, a branding expert and principal with Kendall Ross. "Creating stores that are more cost effective and environmentally friendly goes along with that ideal. Safeway is carrying the message through every touch point that they can get."

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