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Press release from Business Wire

First 5 San Diego to Partner with Vons to Give San Diego County Children Healthy Food Choices

Monday, July 01, 2013

First 5 San Diego to Partner with Vons to Give San Diego County Children Healthy Food Choices

16:13 EDT Monday, July 01, 2013

SAN DIEGO (Business Wire) -- First 5 San Diego is set to launch its new healthy eating initiative partnership with Vons on Wednesday, July 10, 2013.

First 5 San Diego will be at the Vons store located at 515 W. Washington St. in San Diego's Mission Hills neighborhood from 10:00 a.m. to noon to officially kickoff this program along with Supervisor Ron Roberts from the Fourth District of the San Diego County Board of Supervisors.

“This is a perfect example of how the County is developing partnerships with businesses that champion the principles of Live Well San Diego,” said Roberts, who also serves as Chair of the First 5 Commission of San Diego County. “It is a clever way of reminding families that eating more fruits and vegetables is an important step in keeping children healthy and instilling life-long healthy habits.”

The initiative encourages parents and caregivers to provide healthy food choices to children at an early age, which includes eating fruits and vegetables, whole grains, watching portion sizes, drinking more water, and consuming dairy products in daily meals.

“We are excited to highlight children's nutritional needs for parents and families with young children,” said Kimberly Medeiros, Executive Director of First 5 San Diego. “This program serves as an excellent resource for parents to turn to for guidance on establishing healthy eating habits for healthy children in the form of tips and activities.”

Vons customers will be able to spot the First 5 San Diego seal of approval in all 58 of its San Diego County stores. Shoppers will be able to grab a healthy eating flier inside the store to help guide them in making great food choices for their children and families starting July 10.

“Our company has always taken its community responsibilities seriously,” said Carlos Illingworth, Vons Director of Public Affairs and Government Relations. “As the region's leading grocer, we're very proud to partner up with the region's leading organization for promoting the health and well-being of children ages 0 through 5 on this healthy eating initiative.”

First 5 San Diego's Medeiros, Vons' Illingworth and Supervisor Roberts will be in-store that day for a walk-through demonstration on children's healthy eating choices.

For more information about First 5 San Diego, please visit www.first5sandiego.org.

About the First 5 Commission of San Diego

The first five years of life are critical to a child's development. These years shape a child's success in school and in life.First 5 San Diego helps parents and others help children during these early years. The commission leads the Greater San Diego community in promoting the vital importance of the first five years of life to the health and well-being of children, families and society. The ultimate goal of the commission's work is that all children ages 0 through 5 are healthy, loved and nurtured, and enter school as active learners. Learn more at www.first5sandiego.org or call toll-free 1-888-5 FIRST 5 (534-7785).

About Vons

www.vons.com

Vons is one of the largest divisions of Safeway, Inc. with 276 grocery stores in Southern California and Southern Nevada. Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,641 stores in the United States and western Canada and had annual sales of $44.2 billion in 2012. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.

First 5 San Diego
Melissa Bartolome
619.230.6487
Melissa.Bartolome@sdcounty.ca.gov

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