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    Big Y Supports Breast Cancer Fight for Mother's Day Week

    The New England grocer aims to raise $50K for local Susan G. Komen affiliates.

    In what it calls a first-of-its-kind initiative for the supermarket industry, Big Y will donate five cents for every package of Big Y-branded products bought during the chain's Mother's Day week sale, from May 8 through May 14, to the Massachusetts and Connecticut Affiliates of Susan G. Komen for the Cure.

    Big Y Brands encompass all Big Y labels, in addition to TopCare Health and Beauty Care items, World Classic Trading Co., Full Circle Organics, Paws Professional and Premium Pet Foods, Academix office supplies, Domestix household cleaners, Easyclix photo supplies, Electrix lighting products, and Power One laundry detergent brands sold at Big Y stores.

    Each store will spotlight the brands for the length of the promotion. Although the complexity of the promotion means that no random-weight items can be included, the initiative covers over 3,000 items, including store-brand milk, hot dogs, bacon, five-pound bags of potatoes, eggs, and bread, the grocer said.

    Big Y said that if an average shopper spends $100 a week on groceries and includes 20 Big Y brands among her purchases, she could easily contribute $1 toward the effort. The grocer expects that the total donation will come to $50,000, or 1 million nickels.

    "As a tribute to all of our mothers, we thought that a special Mother's Day promotion would be a great way to provide even more funds for breast cancer research, education, screening and treatment for women throughout Massachusetts and Connecticut," noted Phillip J. Schneider, v.p. of sales for Big Y, Springfield, Mass.

    The Mother's Day campaign is part of a larger effort by Big Y to raise funds and awareness for breast cancer during October, which is Breast Cancer Awareness Month.

    Last fall the grocer raised nearly $88,000 for the same local Susan G. Komen for the Cure Affiliates, via the "Partners of Hope" program, in which Big Y teamed up with several national manufacturers to promote limited-edition pink-labeled products.

    Family-owned Big Y, one of the largest independently owned supermarket chains in New England, operates 57 stores in Connecticut and Massachusetts.

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