PLEASANTON, Calif. (November 1, 2006) - Safeway yesterday announced that it has begun installing equipment to protect the privacy and security of Safeway shoppers with visual impairments. The new devices plug into existing POS payment machines and have tactile keys arranged like a standard telephone keypad. They will allow Safeway shoppers who have difficulty reading information on a touchscreen to privately and independently enter their PIN, telephone number and other confidential information. Every Safeway store in California has already been equipped with several of the devices, and they will be installed across the country over the next 12 months. The program is the result of collaboration between Safeway and major blindness organizations, including the American Foundation for the Blind, American Council of the Blind and the California Council of the Blind. “This decision is one way we can help customers who are blind or visually impaired experience a better shopping experience in every Safeway store throughout the country," said Larree Renda, Safeway’s executive vice president, chief strategist and administrative officer, in a statement.

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