FOR IMMEDIATE RELEASE

Patients and Families Get in the Halloween Spirit at Children's Hospital Family Dinner
Madison-area Copps and Pick 'n Save employees volunteer at monthly dinners as Roundy's Gives Back

Madison, October 10, 2008 - Roundy's Supermarkets, Inc. kicked off its Roundy's Gives Back initiative yesterday, putting on a festive Halloween themed dinner for the children and families spending time at the American Family Children's Hospital. Madison-area Copps and Pick 'n Save employees served up a fun and festive meal to patients and their families. This was the second of twelve hospital family dinners to be sponsored by Roundy's Gives Back.

"We feel strongly about giving back to the communities our stores serve," said Bob Mariano, Roundy's chairman and CEO. "We are excited to launch this initiative in the Madison area and unite our stores so we can make an even bigger impact in the surrounding community."

The in-store chef from the Copps University store, Tim Langerman, prepared a gourmet meal for the families, including shrimp and pumpkin bisque and pumpkin cheesecake. Volunteers were decked out in costumes while greeting families, serving food and leading children's activities. Activities included pumpkin painting and a coloring contest.

"The American Family Children's Hospital relies on area businesses to provide our patients' families with these important dinners, which add a bit of normalcy to these families' otherwise hectic lives," said Jeff Poltawsky, vice president, American Family Children's Hospital. "We are so grateful to Roundy's Supermarkets for helping us provide this invaluable experience for our patients and their families and hope that this will encourage even more Madison-area business to do the same."

Roundy's Gives Back empowers employees of local Copps and Pick 'n Save stores to become more active in the communities they serve. The program is beginning with the American Family Children's Hospital family dinners and will expand to benefit additional Madison-area organizations.

About Roundy's Supermarkets, Inc.
Roundy's Supermarkets, Inc. is a leading grocer in the Midwest with nearly $4 billion in sales and 20,000 employees. Founded in Milwaukee in 1872, it operates 152 retail grocery stores under the Pick 'n Save, Copps, Rainbow and Metro Market banners in Wisconsin and Minnesota. For more information about Roundy's, visit the company website at www.roundys.com.

American Family Children's Hospital
American Family Children's Hospital is a complete children's medical and surgical center with a pediatric intensive care unit, an internationally recognized transplant surgery program, a children's cancer center and a family-friendly atmosphere located in Madison, Wisconsin. American Family Children's Hospital is affiliated with University of Wisconsin Hospital and Clinics.

Contacts:
Vivian King
Director Public Affairs
Roundy's Supermarkets, Inc.
414-231-5555
vivian.king@roundys.com

Laura Fries
Edelamn for Roundy's Supermarkets
312-233-1374
laura.fries@edelman.com