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    Big Y Launches Breast Cancer Awareness, Fundraising Initiative

    For the second straight year, the grocer will donate the proceeds from all of its produce departments to fight the disease, as well as offering many items in pink, the signature color of the breast cancer awareness movement.

    As part of its "Partners of Hope" program to fight breast cancer during October -- Breast Cancer Awareness Month -- all Big Y Supermarkets will donate the proceeds from their produce departments, as well as other select products throughout the store, to local Susan G. Komen for the Cure foundations in Massachusetts and Connecticut for the second consecutive year. Last year the New England regional chain raised over $85,000, and expects to surpass that amount this time around.

    "We hope that this initiative will not only promote breast cancer awareness, but also save lives through early detection and care," noted Big Y c.e.o. Donald D'Amour.

    In keeping with the signature color of the breast cancer awareness movement, Big Y is teaming up with numerous manufacturers to offer thousands of pink-labeled products whose purchase will fund breast cancer research and awareness, and the grocer will also offer such items pink T-shirts, pink frosted cupcakes, pink travel mugs and water bottles. Pink paper ribbons will be available for a $1 donation and will be posted in each store. Additionally, all signs in produce will be pink, and all bags for products in the deli and seafood departments and at the registers will be pink.

    For the first time, Big Y is offering a pink reusable shopping bag spotlighting the campaign. The bag sells for on sale for 99 cents, or 58 cents with a Big Y silver Express Rewards coin.

    This month the company published a special breast cancer issue of Big Y's monthly magazine, also titled "Partners of Hope," which will be distributed free to all customers. In addition, Big Y staff nutritionist Carrie Taylor will discuss the topic in her weekly newspaper column and her "Living Well, Eating Smart" newsletter.

    Internally, the grocer's Wellness Team will host a variety of programs this month on breast cancer awareness for employees.

    Springfield, Mass.-based Big Y operates 58 stores in Connecticut and Massachusetts, and employs over 9,800 associates.

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