PLEASANTON, CA - Safeway Inc. announced last week a revision to its eScrip fundraising program, asking schools and groups to allocate 20 percent of Safeway's $20 million in annual donations to fitness and nutrition activities.

"With fitness and nutrition programs being reduced or even eliminated in school districts across the country, Safeway recognizes the critical importance of helping to find and fund solutions," said Larree Renda, Safeway Executive Vice President and President of Safeway Health. "The need for businesses to partner with their local schools is even more imperative today as our nation deals with the epidemic of childhood obesity and how the problem impacts the daily lives of students."

Safeway's eScrip program allows customers to earn fundraising dollars for a designated school by shopping with their Safeway Club Card. For this school year, Safeway is encouraging its school partners to dedicate 20 percent of their Safeway donations to physical activity and nutrition programs.

"Our goals are to assist schools in bringing fitness and nutrition to the forefront, reverse the trend of childhood obesity and ensure that children have the important building blocks of good health ?" exercise and nutritious food," Renda added.

Safeway also announced a new incentive program for schools, with the top five schools in each eScrip market (40 total) that dedicate the highest percentage of their funds to fitness and nutrition programs to be eligible for a $1,000 bonus. The company plans to hand out $40,000 in bonus checks in July 2011.