News Release

Tuesday, March 29, 2011

Contact: Greg Raver-Lampman, 668-7554

Farm Fresh extends "Round Up" until April 2

HAMPTON ROADS, Va. – The 11th annual Farm Fresh “Round Up” to support cancer research and treatment at CHKD has been going so well the chain has decided to extend it almost a week, to Saturday, April 2th.

Farm Fresh decided to extend the Round Up due to the overwhelmingly positive response from customers.

The chain-wide, in-store fundraiser was initially scheduled to take place March 9 through March 27.
During the Round Up, Farm Fresh customers
contribute to CHKD by rounding-up their grocery bill to the next dollar – or contributing even more. Over the last 10 years, customers’ change has added up to substantial donations for CHKD’s cancer program.

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.

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: