The Kroger Co., in partnership with its key suppliers, is taking a leadership position for local breast cancer initiatives across the country, to the tune of $3 million in donations to support October National Breast Cancer Awareness month.

A two-week sales promotion currently running in Kroger stores nationwide supports the grocery chain's "Giving Hope a Hand" promotion that features hundreds of popular items -- many of which will feature exclusive, specially-marked pink packaging.

A highlight of the campaign will be 38 Kroger employees and breast cancer survivors that will be featured on the new pink packages.

"When I was diagnosed with breast cancer, I was a busy mom juggling work and home life with my husband and four sons," said Jo Ford, a 30-year Kroger associate in Columbus, Ohio. "Now my mission is to spread the word to women to get their annual mammograms. I credit my wonderful sisterhood of friends, family and special Kroger family for giving me the support I needed to get through that tough time."

Kroger has also created an inspirational Web site -- http://www.sharingcourage.com -- dedicated to raising breast cancer awareness. The newly-unveiled Web site is also headlined by company associates and breast cancer survivors that have bravely volunteered to share their stories and offer encouragement and hope to others dealing with the disease.

"It is an honor to have so many of our courageous associates featured on products to share their personal journeys as breast cancer survivors," said David B. Dillon, Kroger's chairman and c.e.o. "Their participation is so meaningful in so many ways but perhaps the most important aspect is the awareness they raise by encouraging others to take charge of their own health. They are providing a tremendous service to millions of families by sharing their stories to educate others in a positive and effective way."

Products featured in the promotion include Kroger's own corporate-brand and banner-brand items -- including its exclusive Private Selection line -- as well as products from other supplier and vendor partners. Participating manufacturers include Kellogg's, Kraft, Pepsi, Campbell's, General Mills products under the Betty Crocker and Pillsbury labels, Procter & Gamble and Dreyer's Ice Cream.