News Release

Monday, February 09, 2004

Contact: CHKD, (757) 668-7043, or Susan Mayo, Farm Fresh, (757) 306-2080

Farm Fresh, Customers Again "Round Up" to Help Children Fight Cancer at CHKD

Campaign Begun in 2001 to Yield Expanded, State-of-the-Art Outpatient Facility for Care of Region’s Children with Cancer

HAMPTON ROADS, Va.—Farm Fresh and its customers, associates and vendors will soon team up for a fourth and final year in an effort to raise funds to help children with cancer at Children’s Hospital of The King’s Daughters. A chain-wide, in-store fundraiser, to be conducted March 10 – April 3, will once again allow customers to “round up” on their grocery tape the total of their purchase to the next even dollar (or add additional dollars), with the difference going to the childhood cancer program at Children’s Hospital. And the Farm Fresh Charitable Foundation also has earmarked $125,000 to be used to match customer contributions one-for-one. Media sponsors of the fundraiser include The Virginian-Pilot, Daily Press and WVEC TV13. This is the fifth such “round up” Farm Fresh has held to benefit CHKD and the fourth year in a row the proceeds are being designated for the hospital’s cancer program. During the past three years, Farm Fresh has raised more than $1.2 million, which will be used to renovate existing CHKD facilities on the hospital’s second floor and create a new, expanded outpatient treatment center that will include a dedicated, state-of-the-art infusion therapy area. The project is expected to begin this summer. In 2002, Farm Fresh was recognized by the Food Marketing Institute and awarded the Institute’s Neighborhood Partnership Award for its efforts on behalf of the hospital’s childhood cancer program. “Our ongoing effort to help Children’s Hospital of The King’s Daughters upgrade their cancer treatment facilities will continue again this year with our annual Round Up campaign,” said Ron Dennis, Farm Fresh president and COO. “Our community is very fortunate to have a ‘world class’ facility such as Children’s Hospital looking out for the welfare of our children.” Children’s Hospital offers the only dedicated pediatric oncology program in the region and some of the most critical treatments children receive are infusion services, including chemotherapy, blood and blood product administration, pain management and antibiotics administration. “Money raised by Farm Fresh will allow us to nearly double the size or our existing outpatient cancer treatment areas and consolidate them to provide services in an environment that is both comforting and state-of-the-art,” said CHKD president and CEO Jim Dahling. “For children who spend several hours a day and sometimes several days a week undergoing these treatments, this new facility will make a tremendous difference for them and their families.” Farm Fresh has a long-standing admiration for the work of CHKD and has supported the hospital for some 25 years, contributing more than $3.2 million during that time. “It is truly CHKD’s good fortune to benefit from the generous efforts of a special and wonderful team like Farm Fresh and its customers, associates and vendors,” said Beth Duke, the hospital’s senior vice president for community relations. “This commitment by our hometown grocery store means local children with cancer will be able to fight their adversary right here in Hampton Roads—with strong allies and the best resources available anywhere.” In the United States, approximately 8,700 children are diagnosed annually with cancer. It is the leading cause of death from disease in children between the ages of 1 and 15 years, and an estimated 1,700 children across the country die each year as a result. Children’s Hospital follows about 500 childhood cancer patients from across southeastern Virginia, the Eastern Shore of Virginia and northeastern North Carolina. Each year, about 50 local children are newly diagnosed with some form of the disease. Although the cause for most childhood cancers is not known, many occur very early in life, and the immaturity of children’s organ systems often has important treatment implications. So it is important to have a dedicated program, facilities and a team of specialists who know the differences between adult and childhood cancers, as well as the unique needs of children with a life-threatening disease. The childhood cancer treatment team at CHKD includes pediatric oncologists, surgeons, radiation oncologists, pediatric oncology nurses, specially trained psychologists, social workers, child life specialists, nutritionists, rehabilitation therapists and educators who can support and inform the entire family. CHKD also offers children with cancer the opportunity to participate in the most current and advanced clinical research trials through the Children’s Oncology Group, a National Cancer Institute-supported cooperative research organization. The not-for-profit hospital was founded in 1961 and supports more than 150,000 inpatient and outpatient visits each year, addressing routine and complex illnesses, injuries and chronic conditions. The CHKD Health System also operates primary care pediatric practices, surgical practices, multi-service Health Centers and satellite offices throughout its service area. Farm Fresh is a SUPERVALU company. SUPERVALU is one of the largest companies in the Unites States grocery channel. Farm Fresh has 36 grocery stores located throughout Hampton Roads and employs 5,000 associates.