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    Safeway in Midst of MDA Campaign

    PLEASANTON, Calif. - Safeway stores are currently taking part in a month-long promotion to raise funds for the Tucson, Ariz.-based Muscular Dystrophy Association (MDA). Some 1,500 Safeway stores across the United States are participating in the campaign, which is running in conjunction with MDA's Aisles of Smiles promotion and will end on Labor Day.

    PLEASANTON, Calif. - Safeway stores are currently taking part in a month-long promotion to raise funds for the Tucson, Ariz.-based Muscular Dystrophy Association (MDA). Some 1,500 Safeway stores across the United States are participating in the campaign, which is running in conjunction with MDA's Aisles of Smiles promotion and will end on Labor Day.

    Safeway customers in the Eastern, Denver, Phoenix, Portland and Northern California divisions, as well as Von's and Dominick's store shoppers, can buy $1, $5 or $10 MDA coupons at checkout counters. The proceeds will be tracked electronically and donated to the MDA for its services and research, which help more than one million Americans with neuromuscular diseases.

    Safeway will reveal the amount raised on the Jerry Lewis MDA telethon. The telethon runs for 21 and a half hours, beginning Sunday, Sept. 5, at 9 p.m. EDT. It originates from CBS Television City in Hollywood and can be seen on some 200 "Love Network" stations, or online at www.mdausa.org.

    MDA spokeswoman Roxan Olivas told Progressive Grocer that Safeway has been working with the charity since 1986 and has raised a total of $10,444,052 in that time, including a 2003 Telethon check presentation of $1.1 million (figures from the ongoing initiative have not yet been released). Olivas credited Safeway e.v.p. Laree M. Renda and v.p. David Lee with creating the grocer's current campaign.

    "We're extremely grateful for Safeway's continued support," said MDA president and c.e.o. Robert Ross in a statement. "This initiative will help boost awareness of our telethon. I hope it will inspire other companies to action in MDA's behalf, as well."

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