SuperValu gathers kit to get children active

€1.28 million worth of sports equipment has been doated through SuperValu’s Kids in Action programme

SuperValu retailers gather over one million euro worth of donated sports equipment this year to help get kids active

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Brand Central

This year, juvenile clubs and primary schools in Ireland benefitted from €1.28 million worth of brand new sports and active play equipment, donated by local SuperValu stores and their customers through the group’s Kids in Action programme.

Launched in 2006, SuperValu Kids in Action aims to encourage children to get involved in sport and active play, while educating parents and children on the importance of a balanced diet. This year, the programme was extended to include local juvenile clubs as well as primary schools.

In 2009, 83% of schools and 60% of local juvenile clubs across the country took part in the initiative, which is supported by the Irish Nutrition and Dietetic Institute (INDI). Commenting, Ray Kelly, marketing director, SuperValu, said: “This extra surge in resources for Irish primary schools demonstrates a real community effort for the benefit of children in clubs and schools across the country. Despite the economic climate the contribution grew this year by over €100,000.”  

Between January and March, SuperValu customers nationwide collected vouchers for Kids in Action with every €10 spent. To promote healthy eating, double vouchers were given for all fruit and vegetable purchases, and free fresh fruit was delivered to local schools all over Ireland along with an informational DVD on nutrition.

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