News Release

Tuesday, May 22, 2012

Contact: Greg Raver-Lampman, 668-7554

Farm Fresh "Round Up" generates $300,000 donation to CHKD cancer program

NORFOLK, Va., -- Farm Fresh President Gaelo de la Fuente presented a check for $300,000 today to the childhood cancer program at Children’s Hospital of The King’s Daughters.

The donation resulted largely from Farm Fresh’s Round-Up campaign, which allowed customers to round up their grocery total to the nearest dollar. The check was presented in CHKD’s outpatient cancer and blood disorders unit, which was built with the help of funds raised and donated by Farm Fresh.

“Thanks to the generosity of our customers and the dedication of our associates during our annual Round Up campaign, I have the honor of presenting CHKD with a check for $300,000,” de la Fuente said. “Over $210,000 was raised in our stores from customers rounding up and through special in-store events; the Farm Fresh Charitable Foundation ‘rounded-up’ the in-store collection total to make today’s total donation possible.”

Farm Fresh’s long-term commitment to CHKD’s cancer program was praised by CHKD President and CEO Jim Dahling.

“Over the past 12 years, Farm Fresh has donated more than $6.9 million for CHKD’s cancer program, immeasurably improving the lives of families by allowing children to get world-class cancer care in Hampton Roads, close to their friends and loved ones,” Dahling said.

The Round Up is a chain-wide, in-store fundraiser that encourages customers to round up the total of their grocery store tab to the next even dollar – or to add additional dollars to benefit CHKD.

CHKD follows more 500 childhood cancer patients from across southeastern Virginia, the Virginia Eastern Shore and northeastern North Carolina.

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: or on Facebook at

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.