Safeway, Inc. this week launched its sixth annual “10% Goes Back to Schools” program, a special in-store initiative that unites over 150 food manufacturers in support of education and students throughout the United States.
Through the program, which runs through Sept. 14, Safeway and its food supplier-partners will donate 10 percent of the sale price of more than 2,300 selected products to local schools designated by customers.
“School districts have sent out an SOS. in the name of children who need our help in attaining an education.,” said Mike Minasi, president of marketing for Safeway. “It makes sense for businesses to make a financial commitment to education, because today’s students are tomorrow’s workforce. We see this as an investment in the future of our communities.”
Since 2005, 10% Goes Back to Schools has raised more than $15 million for institutions of learning. In 2009 alone, customers participating in the five-week program earned more than $3.4 million for the schools of their choice -- including Betty Adams Elementary in Westminster, Colo., which received $22,615, and Chapman Hill Elementary School in Salem, Ore., which earned $18,465.
When customers use their Safeway Club Card to purchase products marked with a yellow school bus, they’ll automatically accumulate donations assigned to the school of their choice. At the end of the program, customers will receive a final donation receipt totaling their “school dollars.” They can take or mail the receipt to their chosen school. The school then redeems all receipts online, making the donation process extremely easy for the customer and the school.
Schools and customers already participating in Safeway’s eScrip rebate program will also benefit from the 10% initiative. Their final accumulated total will automatically be donated to their registered eScrip school or organization.
New to this year’s 10% program is an extra incentive for customers to get involved by helping schools earn even more money. The 100 schools that garner the most participation in the effort, as indicated by their earnings, will receive a $1,000 bonus. This adds $100,000 to the commitment that Safeway and its partners are making to U.S. schools.
Safeway gives more than $20 million to schools and education programs each year. In addition, the company supports a wide range of important causes, and in 2009 donated more than $250 million to hunger relief, cancer research, health and human services, and programs focused on assisting people with disabilities.
Pleasanton, Calif.-based Safeway operates 1,712 stores in the United States and western Canada, and had annual sales of $40.8 billion in 2009.