November 18, 2015
Winn-Dixie associates march in the Jacksonville, Fla. Veterans Day parade with Wounded Warrior Project.

Southeastern Grocers is strengthening its support of Wounded Warrior Project’s Independence Program, again showing deep dedication to America's service men and women who suffer physical and neurological injuries in the line of duty.

On the 4th of July, SEG pledged to donate all profits from sales at stores for the day to Wounded Warrior Project. Combined with donations from customers, associates and vendors, those proceeds amounted to a contribution of more than $3 million. CEO and President Ian McLeod said SEG leaders were particularly inspired by the personal dedications people wrote to the warriors in their own lives on signs promoting the effort in stores.

“We fully recognize their pride and continue to honor and give thanks to our military and their families for their sacrifices,” McLeod said. “We serve our customers in states with some of the highest active duty military populations in our country, so this cause is especially important to our associates, customers and the communities in which we live.”

On Nov. 2, McLeod announced that Wounded Warrior Project is now an official charity partner of Southeastern Grocers. The first show of support for Wounded Warrior Project under the new relationship was the “Wall of Honor,” which raised funds for Wounded Warrior Project’s Independence Program.

From Nov 1 through Nov. 15, associates and BI-LO, Harveys and Winn-Dixie customers purchased special Dedication Cards for $1 and many wrote special messages of thanks to veterans on the cards. The cards were displayed in stores and SEG offices on hundreds of “Walls of Honor” that showed support for the men and women who have served and protected this country.

On Veterans Day (Nov. 11) and Nov. 12, a new two-minute TV commercial featuring Celebrity Chef Curtis Stone preparing a Thanksgiving feast for Wounded Warrior Project servicemen and servicewomen aboard the USS Yorktown in Charleston, South Carolina aired in SEG coverage areas. A 30-second version of the commercial is to air in SEG market areas through November and the full version will air again on Thanksgiving Day.

More than 70 veterans who appeared in the commercial and their families were first to view the commercial in a special red carpet screening at the South Carolina Aquarium in Charleston on Nov. 9. Each received a copy of the film, a full set of Curtis Stone cookware and each child received a gift bag filled with fun items from the aquarium gift shop.

Southeastern Grocers broadened its support for veterans even more on Veterans Day when Winn-Dixie marched with Wounded Warrior Project in the Jacksonville (Florida)Veterans Day parade Nov. 11.


Vietnam Veteran and Winn-Dixie associate Dan Mosely is interviewed for Veterans Day by WDSU TV in New Orleans.

BI-LO associates and U.S. service members at the Wall of Honor at BI-LO No. 5624 in Simsonville, S.C. Many other stores displayed a large number of Dedication Cards during the fundraising effort to benefit Wounded Warrior Project.

Wounded Warrior Project service members who participated in the production of a Veterans Day commercial with Celebrity Chef Curtis Stone watch as the commercial is premiered.


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