Safeway Raises $4.4 Million for Prostate Cancer Awareness

PLEASANTON, Calif. -- Safeway Inc. raised a record $4.4 million to support prostate cancer research during the company's annual June fundraiser.

"We continue to be moved by the extraordinary generosity of our customers, and the resourcefulness and dedication of our associates to raise money for prostate cancer research," said Larree Renda, e.v.p. "This kind of financial outcome tells us the cause is important to all of us, and that our awareness-raising activities are beginning to have a meaningful impact."

To date, Safeway's associates and customers have raised more than $12.7 million over five years to support the cause. The company's June fundraiser benefits the Prostate Cancer Foundation, the world's largest philanthropic supporter of prostate cancer research and a facilitator of over 1,200 research grants to 100 institutions worldwide.

During June, Safeway solicited customer donations at checkstands and held a range of retail fundraising activities. Stores sold blue "I'm helping cure prostate cancer" wristbands and special CDs from Jeff Austin Black, an emerging recording artist who cut several songs to benefit the Prostate Cancer Foundation. Safeway associates also organized parking lot barbeques and held book sales, raffles, and parking lot carnivals.

The company additionally spent the month raising awareness through such channels as its weekly sales circular, radio advertisements, milk carton imprints, and prostate cancer awareness messaging throughout stores.

"We take the awareness-raising component of our June campaign seriously," noted Renda. "Early detection boosts prostate cancer survival rates, and each year we find ourselves getting smarter and more creative about getting this important message to our customers."

Each year Safeway raises money for numerous charitable causes, among them breast cancer research, the Muscular Dystrophy Association, and Easter Seals. The company contributed more than $20 million to local schools through eScrip and other educational programs. Safeway also donates more than $100 million annually to America's Second Harvest food banks and other hunger relief organizations.
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