News Release

Friday, February 25, 2011

Contact: Greg Raver-Lampman, 757-668-7554, or Sarah Redfield, Farm Fresh, 757-306-2081

Farm Fresh, customers "round up" to fight childhood cancer at CHKD

HAMPTON ROADS, Va. – For the 11th year, Farm Fresh is coming to the aid of local children battling cancer with the “Farm Fresh Round Up” that encourages customers to contribute to CHKD by rounding-up their grocery bill to the next dollar – or contributing even more.

The chain-wide, in-store fundraiser will take place March 9 through March 27. Over the last 10 years, customers’ change has added up to substantial donations for CHKD’s cancer program with more than $6.3 million raised.

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

“Farm Fresh has been an invaluable partner to CHKD and this partnership has helped hundreds of local children with cancer receive the nation’s best care right here at home, near families, friends and loved ones,” said CHKD president and CEO Jim Dahling. “We at CHKD cannot express how grateful and honored we are that Farm Fresh has continued to help our hospital provide world-class cancer care.”

“The unfortunate reality is that cancer is something that has touched many of us and Farm Fresh is thrilled to once again provide a program that enables our customers to help support the great work CHKD is doing,” said Gaelo de la Fuente, president, Farm Fresh. “Farm Fresh associates are proud to be a part of the Round Up each year, knowing their efforts will help make a difference in the lives of local children and their families touched by this disease.”

Farm Fresh has supported CHKD for some 30 years, contributing nearly $8.3 million during that time.

CHKD follows more than 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. That’s more than one per week.

CHKD’s oncologists can offer patients up-to-the minute treatments through more than 70 cancer research protocols for everything from bone cancer to brain tumors. Performed cooperatively with 250 of the top cancer treatment centers in the United States and Canada, this research is largely responsible for spurring a dramatic increase in pediatric cancer survival rates.

Farm Fresh Food & Pharmacy, part of the nationwide SUPERVALU® INC. (NYSE: SVU) family of grocery stores, operates 43 stores in Hampton Roads, Richmond, Virginia, and Elizabeth City, North Carolina. Farm Fresh also operates a free-standing pharmacy located inside Children's Hospital of The King's Daughters. Formed in 1957 as a neighborhood grocery store with world class service, today, Farm Fresh is recognized as the premier grocer in the Hampton Roads-area. Farm Fresh prides itself on providing its customers with competitively-priced products, clean stores, one-stop shopping services, and a large selection of quality national and regional brands. For more information about Farm Fresh visit:

CHKD is the only freestanding 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 last year handled approximately 6,200 inpatient admissions and 219,500 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.