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Food Lion associates and customers raised a record $4.5 million during its annual “Shop&Care” for Easter Seals -- a 22 percent increase over last year. The Salisbury, N.C.-based division of Delhaize America had set a goal this year of $4 million for Easter Seals. Since Food Lion first initiated the fundraising program two decades ago, the company has raised more than $33 million for Easter Seals.
“We believe [the donations] will make a tremendous impact in the lives of children and adults who live with disabilities,” said Food Lion SVP James Egan. “Because of these efforts, more than 100,000 children, families and adults throughout 11 Easter Seals affiliates in the Southeast will benefit from our collective donations.”
During the four-week program, which ran from Feb. 15 through March 13, customers bought Shop&Care products in stores and made $1 donations at checkout. Additionally, associates hosted various community events in support of Easter Seals.
During the 2012 Shop&Care program, more than 32 million Food Lion and Reid’s customers along the East Coast had opportunity to donate to their local Easter Seals affiliates. The Chicago-based organization also teamed up with national-brand manufacturers to sponsor special in-store promotions on more than 200 products, contributing almost $1.4 million to this year’s campaign total. More than 1,100 stores took part in the 2012 Shop&Care program.
Beyond the in-store campaign, Food Lion sponsored a $10,000 Shop&Care online challenge in which supporters voted to help their local affiliate earn a further gift from the grocery chain. Easter Seals Central Pennsylvania received the most votes, which earned it an extra $6,000 from Food Lion. Easter Seals South Carolina and Easter Seals UCP North Carolina & Virginia had the second- and third-highest votes and will get an additional $3,000 and $1,000, respectively.
“More and more consumers identify with a retailer who is also good corporate citizen,” observed C. L. Cochran, president and CEO of Easter Seals UCP North Carolina & Virginia. “Food Lion is a deeply valued partner of Easter Seals, and they are making a tremendous impact in the lives of those we have the privilege of serving here in North Carolina and throughout our network of Easter Seals affiliates in the Southeast and Mid-Atlantic states where Food Lion operates.”
Food Lion operates more than 1,100 supermarkets and employs about 57,000 associates in 10 Southeast and Mid-Atlantic states.