PLEASANTON, Calif. — Safeway here has been honored with the Produce for Better Health Foundation's Role Model Award, which singled out the company's new Lunchbox Winners program as exemplary in its support of childhood nutrition and PBH's “Fruits & Veggies — More Matters” campaign.
Initially launched in September 2010, the Lunchbox Winners program each month features a professional athlete encouraging children to eat well and stay active. Parents are offered new monthly booklets in their local Safeway store featuring easy-to-prepare produce-focused snack ideas and lunchbox recipes.
The recipe ingredients are displayed and available for purchase in Safeway produce departments. “We are committed to helping our customers and their families make better-for-you choices and encourage a healthy, active lifestyle,” Steve Burnham, Safeway's vice president/general manager for corporate produce, said in a release. “Our partnership with the Fruits and Veggies — More Matters furthers our goal of motivating customers to eat more fruits and vegetables.”