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PLEASANTON, Calif. -- Safeway Inc. yesterday launched Shop & Care, a giving program that lets customers choose where their donated dollars go.
Under the program, Safeway customers will accumulate donations when they purchase designated products. At the end of the program, customers can earmark their Shop & Care dollars for an organization from a list of broad-based charities. The program will run through March 30, and the total donation can reach up to $1 million.
"Our customers know that lending a hand to community efforts is a very important part of who we are," said Larree Renda, e.v.p., chief strategist and c.a.o. "By giving customers the power to direct donations, we help them become more involved in the donation process and we learn more about what charitable organizations are important to them."
When customers purchase participating products using their Safeway Club Card or the loyalty card of any other Safeway company, they accumulate a donation of up to 10 percent of the net purchase price. Participating products will be clearly marked by store signs and shelf tags. Other media, including in-store radio broadcasts, will be used to notify customers of this opportunity.
Shortly after the conclusion of the month-long program, customers shopping at Safeway will receive a register receipt showing the dollar amount accumulated and instructions on how to donate the funds to designated charities in one of four categories: Hunger Relief, Education and Culture, Health and Human Services, or Special Needs.
The categories -- which correspond with key areas of Safeway's existing charitable outreach -- take in a wide variety of non-profit organizations and community-based efforts. The specific charities in each category will reflect the needs and services in each local community.
"We understand that grocery shopping is a local experience," Renda said. "People buy their groceries in the same communities where they live and work. So when it comes to giving, our customers expect us to make a difference locally, and we do."
Each year Safeway contributes more than $163 million in food and funds to local and national non-profits and charities. The company is a leading contributor to vital efforts such as America's Second Harvest, Easter Seals, The Susan G. Komen Breast Cancer Foundation, the American Cancer Society, Boys & Girls Clubs, Junior Achievement, the Muscular Dystrophy Association, the Prostate Cancer Foundation, schools, universities, hospitals, and health clinics.