News Release

Thursday, February 02, 2006

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

March 8 – April 1

HAMPTON ROADS, Va. — Farm Fresh and its customers, associates and vendors will team up once again with Children’s Hospital of The King’s Daughters in an effort to raise funds to help children with cancer battle their deadly disease right here at home. A chain-wide, in-store fundraiser conducted March 8 – April 1 will 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 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 seventh such “Round Up” Farm Fresh has held to benefit CHKD, and more than $2.8 million has been raised for the hospital’s childhood cancer program. “Our ongoing effort to help local kids fighting cancer at Children’s Hospital of The King’s Daughters 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.” CHKD offers the only dedicated pediatric oncology program in the region. “Money raised by Farm Fresh allowed us to nearly double the size of or our existing outpatient cancer treatment area and to provide services in an environment that is both comforting and state-of-the-art,” said CHKD president and CEO Jim Dahling. “And with Farm Fresh’s continued support, we’ll be able to continue providing care to local children with cancer that is second to none anywhere in the world.” Farm Fresh has a long-standing admiration for the work of CHKD and has supported the hospital for some 25 years, contributing nearly $4.7 million during that time. “The children of our community have an incredible friend in Farm Fresh, whose efforts have joined vendors, associates and customers in the fight against childhood cancer,” said Beth Duke, the hospital’s senior vice president for community relations. “Children shouldn’t have to suffer. But when they do, they shouldn’t also have to leave their community for treatment. The Farm Fresh-CHKD team is making a tremendous difference, not only in the fight against cancer, but in the lives of Hampton Roads families.” 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 162,000 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 38 grocery stores located throughout Hampton Roads and employs 4,500 associates.