ADA Contact:
Amy Lanier, ADA Associate Director: (713) 977-7706 xt 6090

HOUSTON, TX (September 2009) – Kroger Stores and Hill & Valley (H&V), the largest exclusive manufacturer of sugar-free and no-sugar added desserts in the US, are supporting the American Diabetes Association’s Step Out: Walks to Fight Diabetes at two Houston locations on November 21, 2009 at Minute Maid Park in downtown Houston and Northshore Park in The Woodlands. 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,” says Chief Medical Officer of UnitedHealthcare-Houston and 2009 Step Out Co-Chairman, Dr. Jay Morris.

“Our customers face this life-debilitating disease every day. Hill & Valley believes in improving and extending their quality of life, so supporting Houston’s Step Out: Walks to Fight Diabetes with Kroger 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.

“”Kroger is committed to our local communities through relationships which provide targeted health and nutritional resources for our customers. We’re proud to support Step Out and the fight against diabetes,” added Bill Breetz, Kroger Southwest President.

Together Hill & Valley and Kroger are asking local residents to step up and step out by joining a local walk team or forming your own. Kroger and Hill & Valley also invite walkers to the new Step Out Café at Minute Maid Park on walk day. The café features a large tent offering food, 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 choose to walk or run either a 5K or 3K route at Minute Maid Park in Houston or Northshore Park in The Woodlands. Because Step Out is an event for the entire family, we encourage supporters to participate at the location, and distance, of their preference. Immediately following the run and walk, participants can take a leisurely stroll through our Health and Fitness Festivals with many exhibitors of diabetes related products and services and fun activities for all ages,” explains Amy Lanier, Step Out Associate Director for the American Diabetes Association. “After a few quick warm-up exercises, participants will walk or run through the historic streets of downtown Houston or along the scenic sidewalks in The Woodlands. 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 importance cause!”

“We are excited to be supported by Kroger 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 Sr. VP and Chief Marketing Office of Service Corporation International and 2009 Step Out Co-Chairman, Phil Jacobs.
Step Out: Walk to Fight Diabetes raises funds through 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 Kroger stores, or visit us at http://www.diabetes.org/stepout.

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About Hill & Valley
Hill & Valley Bakery (H&V) is a national promotional sponsor of Step Out to Fight Diabetes and is the largest exclusive 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: www.hillandvalley.net/

About Kroger
The Kroger Southwest Division operates 207 stores and 83 fuel centers in Texas and Louisiana and is part of one of the nation’s largest retail grocery chains serving in 31 states. For more than 125 years Kroger has emphasized a customer-first approach to providing quality products, value pricing, outstanding service and an exceptional shopping experience. Headquartered in Cincinnati, Ohio, the supermarket retailer is dedicated to making a difference in the communities it serves by supporting hunger relief, education, women’s health and wellness, and diversity programs. For more information about Kroger, please visit www.kroger.com.

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 www.diabetes.org.

Additional Digital Assets:

Florence Biography (2009)

Houston/Texas Diabetes Fact Sheet

Scott Florence, CEO & President of Hill & Valley, Inc.

Scott Florence, CEO & President of Hill & Valley, Inc.

Hill & Valley's Sugar-Free Angel Food Cake is one of America's favorite angel food desserts.

Hill & Valley's Sugar-Free Angel Food Cake is one of America's favorite angel food desserts.

Promotional Sugar-free Oatmeal Cookies produced by Hill & Valley to support the StepOut Walks to Fight Diabetes

Promotional Sugar-free Oatmeal Cookies produced by Hill & Valley to support the StepOut Walks to Fight Diabetes

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