With Only 18% of Children Eating Enough Fruits & Vegetables, Price Chopper & Produce for Kids Launch Campaign

SCHENECTADY, NY (05/28/2008)(readMedia)-- Price Chopper and Produce for Kids® (PFK), an organization that promotes the benefits of healthy eating and supports worthy causes for children, today unveiled the “Get Healthy, Give Hope” campaign, a spring initiative that will raise money for local Children’s Miracle Network® (CMN) hospitals and encourage parents to add more fruits and vegetables to their kids’ diets. A Produce for Kids national research study released earlier this month revealed that only 18 percent of America’s children are eating the recommended three or more daily servings of fruits and vegetables, and 43 percent of kids have one or less daily serving of fresh produce. The study also showed that parents spend an average of just $103 per year on fruits – or $2.00 per week – and $114.62 on vegetables.

Encompassing more than 100 stores throughout the Northeast, the campaign will start on June 1 and run through June 29. “Get Healthy, Give Hope” sponsors Country Fresh MushroomsTM; Custom Pak Inc. Tomatoes; Del Monte Gold® Extra Sweet Pineapple; -over-

Pacific Trellis Fruit Sweet Fresh Grapes; Shuman Produce’s REALSWEET® brand Vidalia® Onions; Stemilt Growers, Inc. Apples and AppleSweets®; Summeripe® Ready to Eat Peaches, Plums & Nectarines and Ventura Foods, LLC (Marie's®) Salad Dressings will make a monetary donation for every fresh produce item purchased during the campaign. One hundred percent of the funds raised will benefit Children’s Miracle Network hospitals in the Price Chopper market area.

“The Produce for Kids national research study showed that 55 percent of parents would welcome information in the produce department about fun, kid-friendly recipes that families can make together, while 46 percent said that they would appreciate tips on how to encourage picky eaters to eat more vegetables,” said Maureen Murphy, consumer services manager for Price Chopper. “Our new campaign provides parents with exactly the kind of support and encouragement they are looking for, and helps them fit more fresh fruits and vegetables into today’s demanding family routines.”

The campaign will introduce three new eye-catching characters, or “Fresh Idols” – Vita MC, Mindee Melon and Sammy Snax – who will appear on point-of-sale materials in every Price Chopper store. With the Produce for Kids survey indicating that snacking is by far the most popular way for kids to eat fresh fruit, the Fresh Idols highlight fresh produce as a fun, fast, convenient and healthy snack alternative.

Kids can vote for their favorite Fresh Idols at www.produceforkids.org – a colorful, interactive website offering contests, healthy eating tips, games, recipes and more.

“There can be no more important cause than the health and happiness of our kids,” said John Shuman, president of Produce for Kids. “By working with Price Chopper to support the Children’s Miracle Network with this fun, high-profile campaign, we are helping to ensure that kids in need get the best medical care – and make it easier for parents to rebalance their kids’ diets by adding more fresh produce.”

About Produce for Kids Produce for Kids® promotes healthy lifestyles for children by educating kids and parents about the benefits of eating fresh fruits and vegetables while also supporting worthy children’s causes. Since its creation in 2002 by Shuman Produce Inc., Produce for Kids has raised more than $1.2 million for local Children’s Miracle Network hospitals. Produce for Kids also partners with PBS KIDS® to educate parents on healthy eating and raises funds for public broadcasting. For additional information on Produce for Kids, visit www.produceforkids.org.

About Price Chopper Based in Schenectady, NY, the Golub Corporation owns and operates 116 Price Chopper grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire. The family-owned company prides itself on longstanding traditions of innovative food merchandising, leadership in community service, and cooperative employee relations. Golub’s approximately 24,000 associates collectively own 51% of the company’s privately held stock. For additional information, visit www.pricechopper.com.

About Children's Miracle Network Children's Miracle Network is a non-profit organization dedicated to saving and improving the lives of children by raising funds for children’s hospitals. Each year the 170 Children's Miracle Network hospitals provide the finest medical care, life-saving research and preventative education to help millions of kids overcome diseases and injuries of every kind. To learn more go to www.childrensmiraclenetwork.org.

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