One Step Further: Hill and Valley Partners with National Retailers to Support ADA Walks

(Rock Island, IL) - One Day. One Cause. One Goal. That`s the new mantra for the American Diabetes Association`s (ADA) national Step Out to Fight Diabetes walk events held across the United States -and its goal for a cure is one Hill and Valley's CEO/President Scott Florence supports. Midwest-based Hill and Valley, Inc. is the largest manufacturer of sugar-free and no-sugar added (NSA) desserts in the United States. In 2007, Florence, whose own father suffers from the disease, decided to broaden support for the ADA.

Walking the Talk

Although Hill and Valley employees based in Rock Island, IL, have raised thousands of dollars for the local ADA walk, Florence decided to take the cause one step further. "Hill and Valley sells its Sugar Free and NSA products to the majority of the top 25 grocery retailers in the U.S. We decided to approach our retail partners in select markets to help promote ADA walks for the first time in 2007. Doctors advocate that diet and exercise helps manage the disease, so it`s natural for Hill and Valley to support ADA walks."

For 2007, Hill and Valley has teamed up with Price Chopper Stores in Kansas City, KS, Kroger Stores in Richmond, VA, Hy-Vee Stores in Rock Island, IL, and Winn-Dixie Stores in Jacksonville, FL. Hill and Valley is also the presenting sponsor for the walk in Grand Rapids, MI. Hill & Valley intends to expand this list of retailer partnerships in additional US markets in 2008.

Backgrounder - Felicia Carlson, Marketing Manager

Stores generously agreed to donate retail space through their in-store bakeries so that Hill and Valley displays could promote walk awareness and sign-ups. Local ADA directors are also toting Hill and Valley pies, cakes and cookies to various community sponsors, walk captain events, and the media to get the market talking about their walks.
"They have been a very committed sponsor to our cause and creating awareness here in Jacksonville," added ADA Market Director Kimberly Lewis.

The ADA estimates there are 20.8 million children and adults in the United States, or 7% of the population, who have diabetes. Combined with related heart disease statistics as the top killer of US men and women, the picture of American health is sobering.

"Yes, our goal is to grow as an organization" says Florence, "but it`s also about more than pies. It`s about finding a way to improve the quality of life for diabetics. I am very gratified by our retail partners' support of these efforts, as we all want our families, our customers, and neighbors to be rid of this debilitating disease."