News Release

Friday, February 06, 2009

Contact: Greg Raver-Lampman (757) 668-7554

Farm Fresh, Customers to "Round Up" to Fight Childhood Cancer at CHKD

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.

A chain-wide, in-store fundraiser conducted March 18 – April 12 allows customers to “Round Up” the amount on their grocery store tab to the next even dollar – or to add additional dollars – with every penny going to the childhood cancer program at CHKD. In addition, 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, the Daily Press, WVEC TV 13 and the Entercom Communications radio stations Z104, 101.3 2WD, 95.7 R&B and 94.9 The Point.

This is the ninth such “Round Up” Farm Fresh has held to benefit the CHKD childhood cancer program. More than $ 5.2 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 and its customers has had an enormous impact in increasing our ability to provide world-class childhood cancer treatment to hundreds of children who comes to CHKD each year,” said CHKD president and CEO Jim Dahling. “Farm Fresh’s heart-felt commitment has helped build and sustain a program that allows children to receive state-of-the-art cancer care near families, friends and loved ones.”

Farm Fresh has supported CHKD for some 30 years, contributing nearly $7.2 million during that time.

CHKD follows more 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.

At CHKD, children with cancer receive the most up-to-date treatments offered at the nation’s top pediatric hospitals through the Children’s Oncology Group, a cooperative consortium of 240 cancer treatment and research institutions in the U.S. and Canada.

Farm Fresh is a SUPERVALU company. SUPERVALU is one of the largest companies in the United States grocery channel. Farm Fresh has 45 stores located throughout Hampton Roads, Richmond and Elizabeth City, N.C., and employs more than 5,000 associates.

CHKD is the only freestanding, full-service children’s hospital in Virginia and serves 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 provides care to more than 171,000 children last year as inpatients and outpatients, addressing routine and complex illnesses, injuries and chronic conditions.