Important to customers means important to us

During Breast Cancer Awareness Month in October 2007, Ahold's operating companies joined in the fight, helping to raise awareness and money to find a cure for the disease. Breast cancer - and the Pink Ribbon symbol - is an issue with particular resonance for customers in a number of Ahold's markets. Stop & Shop/ Giant-Landover and Giant-Carlisle teamed up with General Mills to raise €100,000 for Susan G. Komen for the Cure by turning the packaging pink on a number of its brands for a limited time to raise awareness for breast cancer.

ICA turned the label on its organic carrots pink to help to raise money for and create awareness about the disease. ICA also sold pink ribbons as part of a fundraising campaign that raised €650,000.