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    Safeway recognized for ‘Lunchbox Winners’ Program

    Program encouraged children to include more fruits and vegetables in their lunch

    Safeway, Inc. was recognized by the Produce for Better Health Foundation for its Lunchbox Winners program, which was launched September 2010 and leveraged celebrity athletes to encourage children to eat healthier.

    All print materials produced on behalf of the Lunchbox Winners campaign include both the Fruits & Veggies – More Matters and Let’s Move! logos.

    The Role Model award was presented to Safeway at the Produce for Better Health Foundation’s annual meeting held in Monterey, California, on April 1. In giving this top honor to the Lunchbox Winners program, Safeway was recognized for demonstrating a wide range of support for the Fruits and Veggies – More Matters initiative by utilizing its logo on in-store displays, on packaging, on its website and incorporating them into press materials.

    “We are committed to helping our customers and their families make better-for-you choices and encourage a healthy, active lifestyle,” said Steve Burnham, Safeway VP/GM for corporate produce. “Our partnership with the Fruits and Veggies – More Matters furthers our goal of motivating customers to eat more fruits and vegetables.”

    Throughout the school year, Lunchbox Winners features a different professional athlete who encourages children to eat well and stay active. This month the program features Olympic champion beach volleyball player Misty May-Treanor. The program will run through May 2011. Shoppers will find new booklets in the store each month with simple snack and lunchbox recipes. All featured products for these easy-to-prepare recipes will be displayed and available for purchase in the produce department.

    “We were excited to partner with Safeway’s Lunchbox Winners program,” said Elizabeth Pivonka, Ph.D., R.D., president and CEO of the Produce for Better Health Foundation. “This campaign allowed us to continue our mission of creating an environment where people can include fruits and vegetables at every eating occasion. The programs use of a website and brochure at the point of purchase with creative recipes for parents was inspirational to both parents and others throughout the industry.”

    The program was created exclusively for Safeway by AugustineIdeas/ConsumerEffectsIntl and also includes an interactive website, www.LunchboxWinners.com, for both parents and kids. The website will feature additional recipes and information from featured athletes, including an Ask the Athlete a Question section. The site also links to additional resources for parents including www.LetsMove.gov and www.FruitsAndVeggiesMoreMatters.org. The initiative will be promoted by in-store radio and point of sale materials.

    Pleasanton, Calif.-based Safeway operates 1,702 stores in the United States and western Canada and had annual sales of $40.9 billion in 2009.

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