ADA Contact:
  Shelby Frank (757) 424-6662 xt 3282

(Hampton Roads, VA – August 2009) – Farm Fresh Stores and Hill & Valley (H&V), the largest exclusive manufacturer of sugar-free and no-sugar added desserts in the US, is supporting the American Diabetes Association’s Hampton Roads Step Out: Walks to Fight Diabetes. The ADA is hosting two events on Saturday, October 3 at the Virginia Beach Oceanfront, 31st Street Park and Sunday, October 4 at Hampton’s Matteson Trail. Step Out is the Association’s one-day signature walk event that raises money to help stop diabetes by furthering their mission: to prevent and cure diabetes and to improve the lives of all people affected by diabetes.

“There are nearly 24 million children and adults in the United States who are living with diabetes and if present trends continue, one in three children will face a future with diabetes. This is a staggering epidemic that needs to be stopped.” Shelby Frank, local Walk Manager for the American Diabetes Association.

“Our customers face this life-debilitating disease every day. Hill & Valley believes in improving and extending their quality of life, so supporting the Hampton Roads Step Out: Walk to Fight Diabetes with Farm Fresh was a natural fit for us,” commented Hill & Valley CEO Scott Florence. Florence, whose own father suffers from diabetes, is leading the charge to rally H&V customers, retail partners and communities to help find a cure.

“One of the many ways that Farm Fresh continues to be committed to the Hampton Roads community is through relationships which allow us to provide targeted health and nutrition resources for our customers. We’re proud to support Step Out and will be providing refreshments to all participants on the day of the event,” added Susan Mayo, Farm Fresh Vice President Consumer Affairs and Public Relations.

Together Hill & Valley and Farm Fresh are asking local residents to step up and step out by joining the Farm Fresh local walk team. “We invite our customers, friends and family to join our walk team on walk day to fight this disease,” says Ms. Mayo. Farm Fresh and Hill & Valley also invite walkers to the new Step Out Café on walk day. The café features a large tent offering free fresh fruit; H&V sugar-free/NSA baked goods, hot coffee and bottled water. The H&V products featured at the Step Out Cafés will be baked goods that meet the nutritional guidelines set by the ADA.

Event Details
“On the morning of the walk participants can enjoy family-friendly activities including clowns, face-painting, games, and more. They can also enjoy music, entertainment, and take a leisurely stroll inside our Wellness Village with many exhibitors of diabetes and general health and fitness related products and services,” explains Ms. Frank. After a few quick warm-up exercises, walkers will walk along the Virginia Beach Boardwalk on Saturday or through the beautiful Matteson Trail woods on Sunday. “We want everyone to enjoy a day of fun, entertainment and activities for the entire family. Become a team captain and enjoy the thrill of bringing your family, friends and co-workers together and raising money for this important cause!

“We are excited to be supported by Farm Fresh and Hill & Valley. Sponsors are extremely important in helping us raise money for research to find a cure and to stop diabetes, a disease that kills more than 230,000 Americans each year,” commented Ms. Frank.

Step Out: Walk to Fight Diabetes raises funds through company sponsorships as well as individual walker and team fundraising. To find out how to register or get more information about Step Out, call toll free, 1 888-DIABETES, visit the Hill & Valley display at select Farm Fresh stores, or visit us at

About Hill & Valley Bakery
Hill & Valley, Inc. (H&V) is a national promotional sponsor of Step Out to Fight Diabetes and is the largest excusive manufacturer in the U.S. of sugar-free and no-sugar-added, baked sweet goods (e.g. pies, cakes, cookies and muffins). H&V is located in Rock Island, IL. With nationwide distribution via most of the largest retail supermarket chains in America, H&V ranks as the country’s largest bakery dedicated solely to the production of products exclusively for diabetics. Learn more about H&V and its products by visiting the company Web site:

FARM FRESH is a SUPERVALU INC company. FARM FRESH has 45 stores located throughout Hampton Roads, Richmond and Elizabeth City, NC and employs 5,000 associates. SUPERVALU INC. is one of the largest companies in the U.S. grocery channel with estimated annual sales of $42 billion. SUPERVALU holds leading market share positions across the United States with its approximately 2,500 retail grocery locations, including nearly 900 in-store pharmacies. Through the company’s nationwide supply chain network, SUPERVALU provides distribution and related logistics support services to more than 2,500 independent retailers across the country. SUPERVALU has approximately 180,000 employees. For more information about SUPERVALU, visit

About the American Diabetes Association (ADA)
The American Diabetes Association is leading the fight against the deadly consequences of diabetes and fighting for those affected by diabetes. The Association funds research to prevent, cure and manage diabetes; delivers services to hundreds of communities; provides objective and credible information; and gives voice to those denied their rights because of diabetes. Founded in 1940, our mission is to prevent and cure diabetes and to improve the lives of all people affected by diabetes. For more information please call the American Diabetes Association at 1-800-DIABETES (1-800-342-2383) or visit

Information from both these sources is available in English and Spanish

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Additional Digital Assets:

 ADA Hampton Roads Fact Sheet
Scott Florence bio

ADA StepOut Walk Logo

ADA StepOut Walk Logo

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