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WEST BRIDGEWATER, Mass. -- Supervalu banners Shaw's, Star Market, and Osco Pharmacy will team up with Boston Red Sox pitcher Curt Schilling; his wife, Shonda; and the ALS Association's New England Chapters to raise funds and awareness for the fight against Amyotrophic Lateral Sclerosis (ALS), more commonly known as Lou Gehrig's Disease.
On July 12 the "Pitch'n to Win" campaign will roll out in all 210-plus Shaw's and Star Market stores across New England. During the campaign shoppers will be able to contribute $1.38 or $3.38 at checkout to "Curt's Pitch for ALS," the Schillings' program to fund ALS research and patient/caregiver services. In return for their contribution, customers will get a "STRIKE" paper baseball for $1.38 or an "OUT" paper baseball for $3.38. Donors can write their names on the paper baseballs, which will then be displayed on the supermarket's windows. The number 38 refers to Curt Schilling's jersey number.
"You don't have to be a professional ballplayer to step up to the plate," noted Shaw's president Carl Jablonski in a statement. "Just by saying 'Yes, I'll do my part with a small contribution' encourages so many people living with this disease to never give up."
"In making this extraordinary commitment to The ALS Association Massachusetts Chapter and its sister chapters serving Rhode Island, Connecticut, New Hampshire, Maine, and Vermont, Shaw's, along with Star Market and Osco, [is] setting the stage for extraordinary advancements in the way we serve ALS patients and fund researchers," said ALS Massachusetts Chapter president and c.e.o. Rick Arrowood. "This partnership allows us to raise funds and awareness by reaching out to people that we ordinarily might not have a chance to do so."
The campaign, which ends on Aug. 5, will be heavily promoted in all stores via poster displays and public service announcements by the Schillings that will play at television monitors at the registers and over loudspeaker.
Minneapolis-based Supervalu is one of the largest companies in the U.S. grocery channel, with 2,500 retail grocery locations holding leading market positions. Supervalu also provides distribution and related logistics support services to more than 5,000 grocery retail endpoints across the country. Supervalu currently has approximately 200,000 employees.