The Safeway Foundation and the Entertainment Industry Foundation have launched a joint charitable program called Hunger Is, designed to raise awareness and funds to fight childhood hunger in the U.S., with actress Viola Davis as their spokeswoman.

“One in five children in America struggles with hunger,” Davis said. “That’s nearly 17 million children. I was one of those children.”


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Larree Renda, EVP and chair of The Safeway Foundation, said Hunger Is will focus during the first year on breakfasts, to give children a healthy start to their day. “It is unacceptable that millions of children in this country go hungry each day. The good news is we can make a difference in their lives and send them to class ready and able to learn,” she said.

Safeway plans an in-store Childhood Hunger awareness fundraiser in April to solicit consumer donations.

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