SUPERVALU COMBATS ‘BUDGET-CUT BLUES’ IN IRISH SCHOOLS:€1.2M WORTH OF SPORTS EQUIPMENT DONATED THROUGH KIDS IN ACTION

25 November 2008

Primary school children in Ireland have received €1.2million worth of brand new sports and active play equipment, donated by local SuperValu stores and their customers through the Kids in Action programme.

Launched in 2006, SuperValu Kids in Action is an annual initiative which aims to encourage children to get involved in sport and active play, while educating parents and children alike on the importance of a balanced diet. The programme is aimed at children aged between five and twelve years.

In 2008, 83% of primary schools across the country took part in the initiative - which was supported by both the Irish Sports Council and the Irish Nutrition and Dietetic Institute. Since the launch of SuperValu Kids in Action, €3.5million worth of sports equipment has been delivered to schools nationwide.

Between January and March, SuperValu customers nationwide collected vouchers for Kids in Action with every €10 spent in store. To further promote healthy eating, double vouchers were given for all fruit and vegetable purchases. As part of the programme, in conjunction with the INDI, SuperValu also arranged for a nutritionist to visit participating schools and engage the children directly in discussions around healthy food options.  

Said Donal Horgan, Managing Director, SuperValu: “This extra surge in resources for Irish primary schools demonstrates a real community effort for the benefit of children across the country, and all involved should be highly commended for their efforts. SuperValu is delighted to be able to give a little back to the community and help encourage a healthy lifestyle for primary school children.”

SuperValu Kids in Action will be back again in January 2009, with lots of new initiatives for participants to look forward too.
ENDS -

For further information please contact:

Emma Doherty            Anne Browning    
Edelman PR                Edelman PR
01 678 9333                01 678 9333
Emma.Doherty@edelman.com    Anne.Browning@edelman.com