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The Safeway Foundation said last week that it is working with the Entertainment Industry Foundation (EIF) and Oscar-nominated actress Viola Davis to launch Hunger Is, described as "a joint charitable program designed to raise awareness and funds to fight childhood hunger in the United States. The year-round campaign encourages individuals and communities to get involved in solving a widespread problem that too often goes unnoticed."

The announcement notes that "funds raised through the initiative will go toward programs focused on eradicating childhood hunger and improving health-related outcomes. During the inaugural year, breakfast programs will be the focus, giving children a healthy start to their day and the best chance to excel.

"Research shows that children who eat breakfast have better school attendance, achieve higher math scores, and are twenty percent more likely to graduate from high school than children who lack adequate access to food."

“It is unacceptable that millions of children in this country go hungry each day. The good news is that we can make a difference in their lives and send them to class ready and able to learn,” said Larree Renda, Safeway EVP and Chair of The Safeway Foundation. Safeway says that its shoppers will have "multiple opportunities to give during an in-store Childhood Hunger awareness fundraiser during the month of April at more than 1,300 Safeway stores across the United States."
KC's View:
Good for them. It is a persistent irony that in a country where obesity is such a major issue, hunger also continues to be a problem. This is the kind of initiative that can really move the needle because it doesn't just feeds kids' bellies, but makes them better equipped to feed their minds.