News Release

Wednesday, February 07, 2007

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 7 – 31

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 7 – 31 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 for the fundraiser include The Virginian-Pilot, Daily Press and WVEC TV13.

This is the seventh such “Round Up” Farm Fresh has held to benefit the CHKD childhood cancer program, and more than $3.6 million has been raised for that purpose.   

 “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 our existing outpatient cancer treatment area and to provide services in an environment that is child friendly, 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 provide 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 30 years, contributing nearly $5.7 million during that time.

“Over the years, Farm Fresh has been an incredible corporate good neighbor and friend of the children of our community,” said Beth Duke, the hospital’s senior vice president for community relations. “They have faithfully brought their vendors, associates and customers into the fight against childhood cancer.

“Children shouldn’t have to suffer. And when they do, they shouldn’t have to leave their community for treatment. The Farm Fresh-CHKD team continues to make an important contribution, not only to the fight against cancer, but to the lives of the regions children and their 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 70 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 hospital is the only facility of its kind in Virginia, serving the medical and surgical needs of children throughout greater Hampton Roads, the Eastern Shore of Virginia and northeastern North Carolina. The not-for-profit hospital was founded in 1961 and last year handled approximately 6,100 inpatient admissions and 200,000 outpatient specialty, surgical and emergency room visits, addressing routine and complex illnesses, injuries and chronic conditions. The CHKD Health System operates primary care pediatric practices, surgical practices, multi-service Health Centers and satellite offices throughout its service region.

Farm Fresh is a SUPERVALU company. SUPERVALU is one of the largest companies in the Unites States grocery channel. Farm Fresh has 44 stores located throughout Hampton Roads, Richmond and Elizabeth City, N.C., and employs more than 5,000 associates.