PBH applauds Safeway's new program
by | September 07, 2010
HOCKESSIN, DE -- The Produce for Better Health Foundation is applauds the
launch of the Lunchbox Winners Produce Program by Safeway Inc., one of the
nation's larger supermarket chains.
The program will be featured in 1,523 stores across the nation. The goal of
the new program is to offer parents an easy solution for school lunches and
snack ideas that are better for kids and easy for parents. The inspiration for
the program came from Safeway's desire to support the Fruits & Veggies-
More Matters Program and first lady Michelle Obama's Let's Move! campaign
to help raise a generation of active, healthy children.
"We are thrilled to see Lunchbox Winners, a fantastic example of how retailers
can get 'hands on' with the effort to raise a generation of kids that are eating
right and staying active," Elizabeth Pivonka, president and chief executive
officer of the Produce for Better Health Foundation, said in a Sept. 8 press
Throughout the school year, Lunchbox Winners will feature a different
professional athlete who will encourage children to eat well and stay active.
Shoppers will find new booklets in the stores each month with simple snack
and lunchbox recipes plus tips from the athletes on fun ways to stay active.
All the featured products for these easy-to-prepare recipes will be displayed
in the produce department.
The program will also include an interactive web site,
www.lunchboxwinners.com, for both parents and kids. The web site will
feature additional recipes and information from featured athletes, including
an "Ask the Athlete a Question" section, as well as links to additional
resources for parents at www.FruitsAndVeggiesMoreMatters.org and
www.LetsMove.gov. The initiative will be promoted by in-store radio and
point-of -sale materials.
"We are committed to helping our customers meet their nutrition and dietary
goals, which is why we are excited to launch Lunchbox Winners," Steve
Burnham, Safeway's vice president and general manager of corporate
produce, said in the release. "This program gives our customers great ideas to
prepare nutritious and delicious lunches for their children. It is also why we
will continue to support Fruits and Veggies-More Matters public health
initiative to motivate people to eat more fruits and vegetables and Let's Move."
Ms. Pivonka added, "The Lunchbox Winners program and web site, which
launches in September, will help motivate people to add more healthy fruits
and vegetables to their meals and snacks along with giving them effective
tools to help them do so. This program supports America's More Matters
Pledge: 'fruits and veggies --today and every day,’ our on-line pledge
campaign that encourages people to pledge to eat more nutritious fruits and
vegetables for their better health."
September's Lunchbox Winners presents Olympic soccer star Brandi Chastain,
who shares her favorite post-workout snack and some soccer drills
guaranteed to improve anyone's game. In October, the program will feature
Dominique Dawes, three-time Olympic gymnast and co-chairman of the
President's Council on Fitness, Sports & Nutrition. The program will recess for
the holiday season and will return in January.