News Release

Thursday, February 16, 2012

Contact: Greg Raver-Lampman, 668-7554

Farm Fresh launches 12th Round UP to raise money for CHKD

HAMPTON ROADS, Va. – For the 12th 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.

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

“Throughout the years, Farm Fresh has been a crucial partner in raising funds to help CHKD provide the best cancer care possible right here and continue research aimed at finding a cure,” said CHKD president and CEO Jim Dahling. “We feel honored that Farm Fresh has continued to help our hospital provide world-class cancer care.”

The chain-wide, in-store fundraiser will take place March 18 through April 7. Over the last 11 years, customers’ change has added up to $6.6 million, all of which has benefited the CHKD cancer program.

“Farm Fresh is proud to continue our long-standing support of CHKD and the annual Round Up campaign,” said Gaelo de la Fuente, president, Farm Fresh. “The success of the Round Up campaign is driven by the passion our customers and associates have for CHKD and the incredible work they do to help local kids fight cancer. We are looking forward to another great year.”

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 50 cancer research protocols for everything from bone cancer to brain tumors.

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 CHKD Health System operates primary care pediatric practices, surgical practices, multi-service Health Centers and satellite offices throughout its service region.