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    Safeway Kicks Off Fifth Annual Breast Cancer Fundraising Campaig

    PLEASANTON, Calif. - Safeway, Inc. yesterday launched its 2006 Breast Cancer Awareness Campaign, with a goal of raising $6 million in October for a range of breast cancer research and treatment programs in its operating areas.

    PLEASANTON, Calif. - Safeway, Inc. yesterday launched its 2006 Breast Cancer Awareness Campaign, with a goal of raising $6 million in October for a range of breast cancer research and treatment programs in its operating areas.

    "Raising breast cancer funds and awareness is an important October tradition at our company," said Larree Renda, Safeway e.v.p. and chair of the Safeway Foundation. "The disease presents a major health threat to women, and we've made a significant commitment to raising funds for programs focused on finding a cure and raising awareness. Breast cancer affects so many of our customers, employees and their families, and the urgent call for a cure is so compelling."

    In the last four years Safeway and the Safeway Foundation have raised nearly $16 million for breast cancer charities. The Safeway Foundation will distribute 100 percent of the proceeds to organizations that conduct research or provide services and treatment for breast cancer patients.

    During October, Safeway customers will be given an opportunity to donate by purchasing a pink ribbon, the symbol of breast cancer awareness, at every checkstand in all 1,770 Safeway stores in the United States and Canada. The company will conduct a range of other store fundraising activities, as well as special product sales. It also will be involved with breast cancer awareness community events, including sponsoring 10 Susan G. Komen Breast Cancer Foundation races, called "Race for the Cure," across the country.

    Additionally, Safeway and several vendor partners will contribute to the breast cancer fundraising campaign when customers purchase specially marked products at its stores.

    Safeway will contribute a portion of the sale of its Ranchers Reserve Tender Beef, and Sutter Home, Brown-Forman Corp., and Miller Brewing Co. are also giving donations from the sale of Sutter Home White Zinfandel, Korbel Champagne, Chambord Liqueur, and Miller Beer. Confectioner Fanny May is offering a special box of Pink Meltaways, with a percentage of the proceeds going toward breast cancer awareness. As part of a collaborative effort, Kimberly-Clark and participating partners will donate $250,000 to the Safeway Foundation for the Breast Cancer Awareness program. The donation is an extension of Kimberly-Clark's "Health, Hope, and Home" program, which benefits breast cancer treatment and research.

    Along with the fundraising efforts, public service messages will appear during October in a range of different retail media, including the company's in-store radio network, on electronic point-of-sale screens at checkstands, on in-store signage, in weekly sales circulars, and on the company's Web site.

    As part of an ongoing health-and-wellness initiative, Safeway recently launched the "Good to Know" program, an in-store and online guide to food nutrition. Good to Know signs are posted throughout stores and on Safeway's Web site, showing the health benefits of certain products, including their cancer-fighting benefits.

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