In conjunction with Tops’ Car-A-Day Giveaway consumer promotion that ran from Memorial Day to the fourth of July, the company launched the Great American Charity Car Giveaway, the first online campaign of its kind by a grocery retailer in the greater Rochester area which allowed users to vote for their favorite not-for-profit organization to win a new vehicle valued at $20,000. East House Corporation gained 11,436 votes, earning them the number one spot. Their intent with the prize money is to purchase a van to be utilized by the East House’s Supportive Employment Training Program (SET.)

“As a neighborhood grocer, giving back to our local community is an extremely important part of our business,” said Frank Curci, Tops’ president and CEO. “We empowered individuals within our community in an innovative way to choose a winning charity. We had an overwhelming response and we are thrilled to provide these much-needed funds to East House Corporation."

East House Corporation, headquartered in Brighton, NY, is a private, non-profit agency that provides rehabilitation, residential and support services to individuals recovering from mental illness and chemical dependency. East House serves more than 1,000 clients and their families each year, and is funded by New York State, Monroe County, United Way, client fees, and donations. The TOPS van will be utilized by East House’s Supportive Employment Training Program (SET), within their Career Services division. Each year, approximately fifty clients are provided with part-time, time-limited employment to learn or improve their work habits and job skills. SET employees receive an hourly wage, are provided with job coaching, and receive performance appraisals regularly.

“East House’s win in the TOPS Car for Charity Contest is fantastic and was a truly collaborative effort of staff, board members, family, friends, and the entire Rochester community,” said Gregory Soehner, President and CEO of East House. “With these funds, we will be able to continue our Supported Employment Training Program to ensure those in recovery receive proper job preparation and skills to secure future employment. This $20,000 prize will have a life changing legacy that will affect the lives of many people for years to come. On behalf of our clients and staff, we would like to thank TOPS Friendly Markets for this wonderful opportunity.”

From May 24 to June 14, charities were encouraged to complete nomination forms to officially enter their organization in the Tops Great American Charity Car Giveaway. From June 21 to July 7, users had the ability to register and vote once a day for their favorite charity through the Tops website or through the Tops facebook page. The top 10 charities receiving the most votes were selected to move to the final round of voting and from July 13 to July 26, users voted for one of the top 10 charities once per day through the Tops website or facebook page. The Great American Charity Car Giveaway campaign was introduced exclusively on Tops Markets’ website and newly developed facebook page, which has gained more than 5,000 “fans” in just four months.

To be eligible for the program, charities had to be a registered 501(c) (3) non profit organization, operate within Tops Markets operations areas, and meet other eligibility requirements as described the program's rules.

Tops Markets, LLC, is headquartered in Williamsville, NY and operates 132 full-service supermarkets – 126 company-owned and six franchise locations. With more than 14,000 associates, Tops is a leading full-service grocery retailer in upstate New York and northern Pennsylvania. For more information about Tops Markets, visit the company's website at www.topsmarkets.com.

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