The Kroger Co.'s family of stores, in partnership with key suppliers, has committed $3 million in donations for local breast cancer initiatives across the country to support National Breast Cancer Awareness month in October.
The company's annual Giving Hope a Hand campaign kicked off in stores on Sunday, Sept. 25, and features 53 Kroger associates who are breast cancer survivors on marketing materials and custom packages of national and Kroger brand products. These women share their survivor stories on the packaging of select items sold exclusively in Kroger's family of stores.
Melissa "Missy" Veeder, who works in retail merchandising for Ralphs Division in Southern California, is featured this year on packages of Kraft shredded cheese. She is grateful for the network of support she found while battling breast cancer, and now reaches out to other women to offer that same kind of friendship and help.
"Talk to other women who have been there, talk to other women that may have just been diagnosed. Every woman who has been in those shoes can give you some wisdom that might be what you need to hear," says Veeder.
Veeder's inspirational story and others can also be found at www.sharingcourage.com, an interactive website dedicated to raising breast cancer awareness.
"We are honored that so many of our courageous associates are willing to share their experiences as breast cancer survivors," says David Dillon, Kroger's chairman/CEO. "Their inspirational stories educate and encourage others to better care for each other and their own health."
At the end of this year, Kroger will have donated more than $18 million to support breast cancer research, education and services since Giving Hope a Hand began in 2006.
Kroger's campaign features a store-wide sales promotion of popular items, many of which will feature exclusive, specially marked pink packaging. This year, 1,600 items, including Kroger's own products and popular items from Kroger partners including General Mills, Kellogg's, Kimberly Clark, Kraft, Pepsi, Procter & Gamble, Purina and SC Johnson will be marked with special shelf tags to highlight participation.
Source: The Kroger Co.