Groceries, Drugstores Join in Charity Drive

Several grocery stores and pharmacies in the Valley have begun a six-week drive to help find treatments and a cure for muscular dystrophy through the annual Aisles of Smiles campaign.

Valley stores participating in the Muscular Dystrophy Assn. campaign are Ralphs Grocery, Vons, Gelson’s Markets, Albertson’s Food Centers, Hughes Markets, Fedco, Longs Drug Stores and Thrifty Drug Stores.

During the campaign, which runs through Sept. 7, products in these stores will be “yellow tagged” as Aisles of Smiles products. The tags identify manufacturers who have donated to the charity during the year.

“Essentially, people are supporting companies that support the MDA,” said Tina Ialongo, the association’s Los Angeles regional public affairs coordinator.

The Aisles of Smiles campaign has raised more than $10 million for the association since it began 11 years ago.

The stores advertise the products, sometimes at a discount, and display the names of customers who donate cash in addition to buying the products.

The campaign has been extremely popular over the years--stores in Southern California raised more than $1 million last year--because it makes donating to the charity easy, Ialongo said.

“A lot of people know about Muscular Dystrophy Assn., they’ve watched the telethon,” she said. “This is for the people who normally don’t donate their time or money. It’s a simple thing they can do to help.”