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BIRMINGHAM, Ala. - Bruno's Supermarkets, Inc., which includes Bruno's, Food World, Food Max, and Food Fair stores, will begin an in-store donation program this week to encourage customers and teammates to assist the American Red Cross in its disaster relief efforts.
The effort is in response to a plea for help from the American Red Cross after disaster relief funds have been depleted. To encourage giving, Bruno, a division of Ahold, said it would offer a $25,000 match of funds donated.
"So many of our customers and associates have been affected by the storms over the past month, either with high winds, tornadoes, flooding, or power outages, and we want to step up to offer a helping hand," Bruno's e.v.p. and g.m. Bruce Efird said in a statement. "With hurricane season still upon us, we want to make sure the Red Cross has the resources to continue providing shelter and food for people in need."
According to a Red Cross letter sent to businesses last week, Hurricanes Charley, Frances and Ivan combined have exhausted its funds to provide emergency needs such as food, shelter, clothing, and other basic necessities to disaster-stricken areas. At the peak of the storms over the past few weeks, the Red Cross had opened 168 shelters in Alabama, 47 in Florida, 25 in Georgia ,and 79 in Mississippi, and served more than 6 million hot meals and snacks.
At all Bruno's, Food World, Food Max, and Food Fair stores, shoppers can request to scan a special Red Cross card at checkout to donate $1 or more to the relief effort. All of the funds collected will be donated to the American Red Cross, and Bruno's will match the donations up to $25,000. To help the storm victims, donations will remain in the communities where funds are being collected.