FOR IMMEDIATE RELEASE

Pick 'n Save, Copps & Rainbow Stores Provide an Easy Way to Help Haiti
Customers Who Want to Help Can Donate While Shopping

Milwaukee, January 21, 2010 - Today Pick 'n Save, Copps and Rainbow stores owned by Roundy's Supermarkets launched an effort to help earthquake-ravaged Haiti. The stores are providing an opportunity for customers to donate to relief efforts in the country.

Here is how the program works. All Pick 'n Save, Copps and Rainbow stores have icons at each checkout depicting a map of Haiti and the phrase "Help Haiti." The icons are valued at $1. If customers wish to donate, they can tell their cashier to swipe the icon to add a $1 donation to their grocery bill. Customers also have the opportunity to donate more if they choose.

"This earthquake was devastating to Haiti, and the people there need our help," said Robert Mariano, Roundy's Chairman and Chief Executive Officer. "Our customers have always been generous, and we wanted to provide them with a convenient way to donate if they want to help Haiti."

Because of the urgency of Haiti's needs, the "Help Haiti" effort will run through January 31. The company will then take the donations collected and immediately send them to the Clinton-Bush Haiti Fund operated by former presidents Bill Clinton and George W. Bush.

About Roundy's Supermarkets, Inc.
Roundy's Supermarkets, Inc. is a leading grocer in the Midwest with nearly $4 billion in sales and more than 18,000 employees. Founded in Milwaukee in 1872, it operates 154 retail grocery stores and 88 pharmacies under the Pick 'n Save, Copps, Rainbow and Metro Market banners in Wisconsin & Minnesota. For more information about Roundy's, visit the company website at www.roundys.com.

Contact:
Vivian King
Director of Public Affairs
414-231-5555
vivian.king@roundys.com