Safeway, United Celebrate MDA Anniversaries

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Safeway, United Celebrate MDA Anniversaries


United Supermarkets and Safeway are celebrating more than 10 years of supporting the Muscular Dystrophy Association with their latest summer fundraising promotions.

From Aug. 3 to Sept. 6, United Supermarkets will host its 13th Muscular Dystrophy Association’s Aisles of Smiles promotion to benefit “Jerry’s Kids.” When guests purchase products labeled with a special “Aisles of Smiles” tag during that time frame, a portion of that purchase will be donated to MDA.

Shoppers can find the Aisles of Smiles tags on shelves in all 51 locations of United Supermarkets, Market Street, Amigos United, and United Express stores. Participating products will also be featured in local United Supermarkets weekly advertisements.

Beginning Aug. 17, shoppers will also have the opportunity to purchase Smiley Face scan tags during checkout for as little as $1, with those proceeds also going to MDA. Shoppers will be encouraged to write their name on the scan tags and post them in stores.

Pleasanton, Calif.-based Safeway Inc. launched its 10th annual companywide campaign to support the Muscular Dystrophy Association's (MDA) efforts to develop treatments and assist people coping with neuromuscular diseases.

"We are continuing our association with one of the most highly regarded charitable causes in the world," said Larree Renda, EVP and chair of the Safeway Foundation. "MDA is a remarkable organization funding more than 300 leading-edge research projects worldwide annually that are changing lives."

Now through Labor Day, Safeway, Vons, Pavilions, Dominick's, Randalls, Tom Thumb, Genuardi's, Carrs and Pak 'N Save stores in the U.S. and Canada will collect donations. The Safeway Foundation will distribute the funds in their entirety to MDA and Muscular Dystrophy Canada (MDC). The company's U.S. retail stores will also participate in the "Make a Muscle, Make a Difference" program, which provides MDA with a portion of the proceeds of specially marked products purchased by Safeway customers.

While 2011 marks the 10th year Safeway has conducted a companywide fundraiser for MDA, the partnership goes back much further. In years past, individual stores collected donations through local grassroots fundraising and groups of employees volunteered by answering phones during the annual telethon. Over the years, Safeway has raised more than $58 million for muscular dystrophy charities. In addition to the company's participation in the National Telethon, Safeway employees from across the country will continue to participate in regional MDA telethons to bring attention to the cause.