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Americans Can Now Plant in Their Own Backyards the Seeds Used to Grow Tomatoes for Campbell’s Iconic Tomato Soup

Company Teams Up with Gardening Guru Danny Seo to Encourage People to Help Grow More than One Billion Tomatoes Across the CountryCAMDEN, N.J., Mar 19, 2009 (BUSINESS WIRE) — For the first time in its more-than-100-year
history, Campbell Soup Company (NYSE:CPB) is making available to
the American public specially cultivated seeds used to grow tomatoes for
its iconic Campbell’s(R) Tomato soup. The effort is part
of Campbell’s goal to grow more than one billion tomatoes
across the country and to support American agriculture.

Campbell also is teaming up with the National FFA Organization and Urban
Farming Inc., each of which will use the special seeds to help create
five community gardens in urban communities.

Through June 21 (or while supplies last), each household that purchases
any variety Campbell’s condensed soup and enters the code on the
can at HelpGrowYourSoup.com can request a free packet of Campbell’s
tomato seeds to plant in their own backyards and windowsills. With
each request, Campbell will donate the seeds being used to plant
community gardens and achieve the one-billion-tomato goal.

TV personality and gardening guru Danny Seo is helping to kick off the
spring planting spree. He says the timing couldn’t be better for
Campbell to implement such an initiative.

“There is a huge trend right now of people seeking to grow their own
food in their own gardens, because it’s cost effective, environmentally
friendly and ultimately produces delicious, fresh-tasting ingredients,”
said Seo. “What’s exciting about using Campbell’s seeds is that
people will be able to grow a very special tomato that goes into
America’s favorite tomato soup – and get those seeds for free!”

The Seeds of an Icon

Introduced in 1897, Campbell’s Tomato soup was the first
condensed soup in the company’s history and to this day remains an
American favorite. It is one of the company’s top-selling soups and is
eaten by more than 25 million people at least once a week. In fact, pop
culture artist Andy Warhol ate tomato soup for lunch for more than 20
years, inspiring him to create the famous Campbell’s Tomato soup
painting.

The tomato seeds themselves also have a rich heritage. Campbell began
growing tomatoes from its own seeds on New Jersey farms during the
1930s. Those “Jersey” tomatoes were renowned for their rich taste and
texture, so much so, that when truckloads were delivered to the Campbell
facility in Camden, city residents followed and picked up fallen
tomatoes from the streets.

As part of the Help Grow Your SoupTM program, Campbell
also will celebrate the tomato on its can. For a limited time, on
selected cans, the image of a real tomato will replace the red color
band on the front of the iconic Campbell’s label. Campbell also
plans to support the program with print advertising and in-store
promotional materials, including special bins, shelving systems and
cards.

Campbell’s Tomato soup holds a special place in American culture
and American cupboards because it’s a food people know is made from
goodness,” said Eric Christianson, Business Director for Campbell’s
condensed soups. “Through our Help Grow Your Soup initiative, we
are reminding people about the special care and pride that goes into
cultivating the farm-grown ingredients in our soups by connecting them
to the seeds, which is where it all starts.”

Growing Communities

Campbell is working with the National FFA Organization, which is
dedicated to developing future leaders through agricultural education,
and Urban Farming, a nonprofit organization that turns unused
land in urban areas into sustainable food sources, to build gardens in
local communities including New York City, Chicago, Detroit, Atlanta and
near Campbell’s headquarters in Camden, N.J.

Seo will help Campbell kick off the initiative by creating an “Edible
Wall” in New York City on April 16. The gardens will be planted and
maintained by members of FFA and Urban Farming, and all vegetables
harvested from the gardens will be given to the members of the community.

Since its founding in 1869, Campbell also has strived to support
American agriculture. The company has worked with generations of farmers
and, whenever possible, uses ingredients from farmers located within 100
miles of its facilities, enabling it to use higher-quality, fresh
ingredients, reduce the environmental impacts associated with
transportation, and support the economies of local farming communities.

Program Partners

The National FFA Organization was founded in 1928 as the Future Farmers
of America in support of agricultural education in schools around the
country. FFA prepares its members for more than 300 careers in the
science, business and technology of agriculture and has many educational
programs in place to foster leaders who will make sure our natural
resources are wisely used. Today FFA is powered by more than half a
million members, 7,300 chapters in schools and 1,000 active alumni
affiliates across the United States, Puerto Rico and the Virgin Islands.

Urban Farming is an international nonprofit organization that
plants food on unused land and space such as rooftops, walls, in
planters at malls, sidewalk cafes and school campuses to help eradicate
hunger by establishing an abundance of healthy food for people in need
while greening the environment, educating youth, adults and seniors and
providing a sustainable system to uplift communities. Urban Farming is
now in 14 cities and five countries including Jamaica, Canada and
England and offers educational opportunities in nutrition, environmental
justice and entrepreneurship.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high-quality foods and simple meals, including soup, baked snacks and
healthy beverages. Founded in 1869, the company has a portfolio of marketleading
brands including “Campbell’s,” “Pepperidge Farm,” “Arnott’s” and “V8.”
For more information on the company, visit Campbell’s website at www.campbellsoup.com.

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SOURCE: Campbell Soup Company

Campbell Soup Company
John Faulkner
856-342-3738
[email protected]
or
Weber Shandwick
Caroline Thomas
312-988-2305
[email protected]