ADA Contact:
Joy Mahoney, Assoc. Dir., Marketing & Communications: (317) 352-9226 xt 6722

INDIANAPOLIS, IN (October 5, 2009) – Kroger 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 Indianapolis Step Out: Walk to Fight Diabetes on Sunday, October 18 at IUPUI’s Michael A. Carroll Track & Soccer Stadium. 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,” said Brooke Harris, Indianapolis Step Out Manager. “According to the Indiana State Department of Health, nearly 10 percent of Indiana adults (totaling 704,000) have diagnosed diabetes and another 26% (1.6 million Hoosiers) have pre-diabetes.”

“Our customers face this life-debilitating disease every day. Hill & Valley believes in improving and extending their quality of life, so supporting the Indianapolis Step Out: Walk to Fight Diabetes with Kroger was a natural fit for us,” said 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 Kroger continues to be committed to the Indianapolis 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 John Elliott, Kroger manager of public affairs.

Together Hill & Valley and Kroger are asking local residents to step up and step out by joining the Kroger local walk team. “We invite our customers, friends and family to join our walk team on walk day to fight this disease,” said Mr. Elliott. Kroger 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 and no-sugar-added 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 carnival-style activities for all ages, live music, entertainment, and our Healthy Living Fair with many exhibitors of health-related products and services,” explains Brooke Harris. After a few quick warm-up exercises, walkers will walk enjoy a scenic route along the Central Canal in downtown Indianapolis. “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 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 Ms. Harris.

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 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)

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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