News Release

Thursday, February 07, 2008

Contact: George Stinnett, 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

Unique in-store fundraiser runs March 5-29

HAMPTON ROADS, Va.—Children battling cancer at Children’s Hospital of The King’s Daughters will get a big boost when Farm Fresh and its customers, associates and vendors team up once again in an annual effort to raise funds for the hospital’s childhood cancer program – helping local children fight their deadly disease right here at home.

Small change can do amazing things to help local kids with cancer.

A chain-wide, in-store fundraiser conducted March 5-29 allows customers to “Round Up” on their grocery store 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 CHKD. 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, WVEC TV13 and The WAVE FM 92.9.

This is the eighth such “Round Up” Farm Fresh has held to benefit the CHKD childhood cancer program, and more than $ 4.4 million has been raised for that purpose.

“The success of the Round Up campaign continues to grow each year,” said Farm Fresh president and COO Ron Dennis. “The support we receive from our customers, business partners and associates is extraordinary. Children’s Hospital is a world-class facility and we’re proud to be a partner with such a reputable organization and help kids fight cancer – right here at home.”

CHKD has the only dedicated childhood cancer program in the region.

“Money raised by Farm Fresh allowed us to nearly double the size of our former outpatient cancer treatment area and to provide world-class, state-of-the-art services in a child friendly, caring and compassionate environment,” said CHKD president and CEO Jim Dahling. “Farm Fresh’s continued and heart-felt commitment to our program allows us to provide help to local children right here at home, where they can be supported and nurtured by not only the world’s best medical care but also their families, friends and the entire community.”

Farm Fresh has a long-standing admiration for the work of CHKD and has supported the hospital for some 30 years, contributing nearly $6.4 million during that time.

“Farm Fresh has been a responsible and incredibly generous partner and friend of the children of Hampton Roads and has faithfully brought their vendors, associates and customers into the fight against childhood cancer,” Dahling added.

In the United States, approximately 8,700 children are diagnosed annually with cancer, and it is the leading cause of death from disease among children between the ages of 1 and 15 years. An estimated 1,700 children across the country die each year as a result. CHKD follows about 500 childhood cancer patients from across southeastern Virginia, the Virginia Eastern Shore and northeastern North Carolina. Each year, about 70 local children are newly diagnosed with some form of the deadly disease.

Although the cause for most childhood cancers is not known, many occur very early in life, and the immaturity of the children’s organ systems often has important treatment implications. So it is essential 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.

Children's Hospital of The King's Daughters 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 6,200 inpatient admissions and 195,000 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 United States grocery channel. Farm Fresh has 46 stores located throughout Hampton Roads, Richmond and Elizabeth City, N.C., and employs more than 5,000 associates.