Safeway partners with Olympic skating champ for kids' health
by | January 03, 2011
Safeway is partnering with Olympic figure skating champion Kristi Yamaguchi
to relaunch the highly successful Lunchbox Winners produce program in
nearly 1,500 stores across the nation.
The goal of the program is to offer parents an easy solution for school
lunches and snack ideas that are better for their kids and easy for parents.
The inspiration for the program came from Safeway's desire to support Fruits
& Veggies More Matters and first lady Michelle Obama’s Let’s Move! America’s
Move to Raise a Healthier Generation of Kids programs to help raise a
generation of active, healthy children.
The Lunchbox Winners featured athlete for January is Olympic champion
figure skater and "Dancing with the Stars" winner Kristi Yamaguchi. Ms.
Yamaguchi shared her favorite Winning Wrap recipe and inspired kids to
realize their dreams and make responsible food choices.
Just as in the first two months of this program with soccer champ Brandi
Chastain and Olympic gold medal gymnast Dominique Dawes, select athletes
may make personal appearances in Safeway stores to interact directly with and
inspire their young fans.
“We are committed to helping our customers by offering programs that
engage the whole family to make better-for-you choices and encourage a
healthy, active lifestyle,” Steve Burnham, vice president and general manager
of corporate produce for Safeway, said in a Jan. 6 press release. “The
Lunchbox Winners program gives our customers great ideas that encourage
their children to eat well and stay active. It is also why we will continue to
support Fruits & Veggies-More Matters public health initiative to motivate
people to eat more fruits and vegetables and the first lady’s Let’s Move!
Lunchbox Winners features a variety of professional athletes who encourage
children to eat well and stay active. In February, the program will feature
Olympic snowboard cross gold medalist Seth Wescott.
The program will run through the school year, ending in May. Shoppers will
find new booklets in the store each month with simple snack and lunchbox
recipes. All featured products for the easy-to-prepare recipes will be
displayed and available for purchase in the produce department.
“We are thrilled to be a part of the Lunchbox Winners campaign,” Elizabeth
Pivonka, president and chief executive officer of the Produce for Better Health
Foundation, added in the press release. “The campaign is a great example of
how retailers can take an active role to ensure kids have healthier lunchbox
and snack options.”
The program also includes an interactive web site
(www.LunchboxWinners.com) for both parents and children. Additionally, the
web site features recipes and information from featured athletes, including an
Ask the Athlete a Question section. The site also links to additional resources
for parents, such as www.LetsMove.gov and
The initiative will be promoted by in-store radio and point-of-sale materials.