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PLEASANTON, Calif., Oct. 20, 2005 – Safeway Inc. today introduced its innovative “2Hour Turkey” recipe, which makes Thanksgiving cooking easier than ever by creating a delicious, moist turkey that requires dramatically less time. This exclusive recipe is only available at Safeway stores, and will be prominently displayed in the Meat Department, along with all the ingredients and cooking tools to make the recipe a success.
The 2-Hour Turkey recipe allows shoppers to cook turkeys up to 22 pounds in two hours, saving significant time over traditional recipes. Safeway created the 2-Hour Turkey recipe to take the mystery out of cooking a perfect Thanksgiving turkey, as well as to help cooks create a delicious turkey in an incredibly short time.
The 2-Hour Turkey recipe was developed in the test kitchens of Sunset magazine, which is renowned for its innovative, flavorful recipes. After extensive testing by Safeway customers to ensure quality, this foolproof 2-Hour Turkey recipe is being launched in time to help shoppers prepare for Thanksgiving meals.
“Thanksgiving is one of the biggest holidays where family and friends come together to share great food,” said Brian C. Cornell, Executive Vice President, Chief Marketing Officer, Safeway. “The 2-Hour Turkey recipe extends our ‘Ingredients for Life’ brand positioning, by offering solutions and the best overall shopping experience for our customers.”
As Michael Minasi, Senior Vice President, Marketing, Safeway, pointed out, “We constantly listen to our customers in order to best address their cooking and shopping needs, and what we heard about Thanksgiving is how busy a day it is for them. The introduction of the 2Hour Turkey recipe eliminates all-day cooking on Thanksgiving and gives our customers more time to spend with their family and friends.”
In addition to offering the 2-Hour Turkey recipe itself, each Safeway store will feature displays with all of the cooking tools needed to prepare the 2-Hour Turkey, including foil roasting pans, adjustable V-shaped racks, meat thermometers and oven thermometers. Safeway Club Card members can save $3 at checkout when they purchase all four cooking tools together.
There are only four simple ingredients needed for the recipe – Manor House frozen turkey, Safeway Coarse Ground Black Pepper, Morton Coarse Kosher Salt and Safeway SELECT Verdi Olive Oil. All the ingredients will be grouped together for one-stop shopping.
“The biggest question consumers have about cooking a turkey quickly is, ‘How does it taste?’” said Betsy Reynolds Bateson, contributing editor, Sunset magazine. “The 2-Hour Turkey recipe exceeds all expectations and produces a moist, delicious and flavorful turkey with crisp brown skin. By following the simple recipe, even first-time Thanksgiving cooks can serve their guests an amazing main course.”
The recipe requires minimal prep time. As long as the frozen turkey is thawed four to six days before cooking and the oven is cleaned in advance, all other steps in the 2-Hour Turkey recipe can be done during Thanksgiving day.
The 2-Hour Turkey recipe, ingredients and cooking tools in-store displays are available now at the nearly 1,600 Safeway Inc. stores across the country, including Safeway, Vons, Pavilions, Dominick’s and Tom Thumb.
Safeway is a Fortune 50 company and one of the largest food and drug retailers in North America based on sales. The company operates 1,801 stores in the United States and Canada and had annual sales of $35.8 billion in 2004. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.
Visit your local Safeway store to find end-aisle displays in the Meat Department featuring all four cooking tools you need to prepare the 2-Hour Turkey recipe, including foil roasting pans, adjustable Vshaped racks to hold the turkey, oven thermometers and meat thermometers.
When purchasing your Manor House frozen turkey, use your Club Card to save $3 at checkout when you purchase all four cooking tools together.
Look for the simple ingredients for the 2-Hour Turkey recipe at Safeway stores, including Safeway Coarse Ground Black Pepper, Morton Coarse Kosher Salt and Safeway SELECT Verdi Olive Oil.
• Thaw the Manor House frozen turkey in the refrigerator four to six days in advance. If the turkey is not properly thawed, it will take longer to cook. When you eventually cook the turkey, it should still be at refrigerator temperature (at room temperature no longer than one hour before cooking).
• For best results, clean your oven one or two days before Thanksgiving to prevent smoking of burned-on grease.
• Use a standard oven only; do not use a convection oven because of the potential for excessive smoking.
• Use the meat thermometer to make sure the turkey reaches a recommended 160 degrees.
• Use the oven thermometer to ensure that the oven is cooking at the proper temperature.
• Do not include stuffing inside the turkey, as that increases overall cooking time.
• After the turkey is cooked, let it rest for approximately 45 minutes to let the juices settle. Then, it’s ready to serve and enjoy.
Find more holiday tips and recipes at www.safeway.com.
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