FOOD CITY SPONSORS DIABETES PROMOTION

Liza Casabona

ABINGDON, Va. -- Food City Pharmacy here waved the green flag on a new diabetes awareness campaign, earlier this month.

In a promotion tied to its NASCAR race -- the Food City 500 -- the retailer will donate 10 cents to the American Diabetes Association, Alexandria, Va., for every prescription filled in its pharmacies. All solid-dosage prescriptions will be dispensed in a commemorative Food City 500 prescription vial to appeal to auto racing fans, said Don Clark, director of pharmacy operations for Food City, owned and operated by K-VA-T Food Stores, also here.

The company sponsors the spring Nextel Cup race at the Bristol Motor Speedway in nearby Bristol, Tenn. The promotion ran from Feb. 21 through March 12

"[It was] a good way to make people aware of our community activity, aware of ourselves as a health care provider, and maybe to make some people that may not currently be customers of our pharmacies aware of the fact that we have pharmacies," Clark said.

Food City has sponsored the ADA America's Walk for Diabetes in the area for several years, but this is the first time the chain has tied into a fund-raiser at this level, Clark said. Food City offers diabetes products and education in-store year-round.

A check will be presented to ADA during the April 3 Food City 500 pre-race ceremonies. The diabetes walk will be held at the speedway on April 17.