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PLEASANTON, Calif. - Safeway Inc. said yesterday it had raised more than $4.8 million for the Safeway Foundation's U.S. campaign to support breast cancer research and awareness, during a store-based fundraising and awareness effort in October.
"Breast cancer is a major health threat to women, and we've made a significant commitment to raising funds for programs geared to finding a cure and raising awareness," said Safeway e.v.p. and chairwoman of the board of the Safeway Foundation Larree Renda." In the last four years Safeway has raised more than $11 million for breast cancer charities, and we are proud of the fact that the company also sponsors ten Susan Komen Foundation 'Race for the Cure' across the U.S."
During October, Safeway launched a number of effective fundraising programs to support the cause, including customer checkstand donations, sales of rainbow "live long" wristbands, book sales, root beer float booths, and hot dog stands, All proceeds were donated to support breast cancer research and awareness.
"We are extremely pleased with these results," said Renda. "This is a testimony to the dedication and hard work of our employees and the generosity of our customers."
The Safeway Foundation will distribute the funds raised to organizations that conduct research, or provide services and treatment for breast cancer sufferers, in the company's operating areas.
In addition to the fundraising efforts, Safeway undertook a major awareness campaign for breast cancer, which is the second-leading cause of cancer deaths among women. Breast cancer messages were printed on milk cartons, grocery bags, electronic point-of-sale screens at the checkstand, and the company's Web site. Messages also aired on the company's in-store radio network to help raise awareness for early detection and diagnosis.