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Labels for EducationSM Program Announces New Product Partnerships to Support School Based Loyalty Program

Press Releases

CAMDEN, N.J., Jun 16, 2010 (BUSINESS WIRE) –Campbell Soup Company(NYSE:CPB) today announced that Pop
Secret(R) premium popcorn from Diamond Foods, Inc. (NASDAQ: DMND) and
BIC stationery products (including pens, pencils and markers) will
become new participating partners in the company’s long-running Labels
for Education (LFE) program. Since being launched in 1973, the Labels
for Education program has provided over $110 million in school
supplies and educational materials to help enrich thousands of school
programs in the areas of arts, athletics and academics. Today’s
announcement marks the first product partnerships in the program’s
37-year history.

In recent years, the Labels for Education program has enlisted a
number of programming partners, including Safe America(TM) and Harlem
Globetrotters(R) Character Building, to help enrich the program’s
educational offerings. A partnership with the GRAMMY Foundation is the
program’s newest, and it has helped promote the importance of music
education while bringing Artist Ambassadors to schools as part of the
“GRAMMY in the Schools” initiative. With the addition of Pop Secret and
BIC, consumers who participate in the program will have greater
opportunity to earn LFE points for their designated school of choice.
These points are used to redeem for valuable educational and enrichment

“The addition of new, widely recognizable premium brands like Pop Secret
and BIC gives families that participate in the Labels for Education
program a new way to secure points that can be used to provide more
materials to enrich the academic, artistic and athletic opportunities
for their schools,” said Mike Salzberg, President – Campbell Sales
Company. “We are especially excited that these partners will be
promoting our partnership on their full line of products, including over
30 different offerings of Pop Secret popcorn and BIC pens, pencils and
stationery products.”

Newly labeled Pop Secret products featuring the Labels for Education
logo are expected to arrive on store shelves beginning in July in time
for back to school promotions. “As part of our commitment to adding
value to our consumers and retail partners, we are proud to become an
inaugural marketing partner in this iconic program,” said Andy Allcock,
Pop Secret brand Marketing Director. The Labels for Education
logo, which will be featured on the outside of each box of Pop Secret
popcorn, will designate that the item will earn either 5 or 10-LFE
points, which can then be used by schools to secure educational

All BIC pens, pencils, markers and BIC(R) Wite-Out(R) Brand correction tape
products are eligible to earn 1, 5 or 10 points in the LFE program
(points vary depending upon product). “BIC has always been about quality
and value. Through the Labels for Education program BIC is
continuing to provide consumers with additional value,” said Traci
Gentry, Senior Director of Marketing for BIC USA Inc. “BIC products have
had a presence in classrooms and in the backpacks of students for many
years–we are excited to participate in this program, which helps to
support the needs of schools throughout the country.”

About Campbell’s Labels for Education Program

For nearly 40 years Campbell’s Labels for Education program has
been committed to providing educational resources to schools across the
country. Since the program’s inception in 1973, billions of labels have
been redeemed and more than $110 million in educational resources and
equipment, including computers, athletic gear, and even vans, have been
provided to participating schools. For more information about the Labels
for Education
program, visit the program website at

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high-quality foods and simple meals, including soup and sauces, baked
snacks and healthy beverages. Founded in 1869, the company has a
portfolio of market-leading brands, including “Campbell’s,” “Pepperidge
Farm,” “Arnott’s” and “V8.” Through its corporate social responsibility
program, the company strives to make a positive impact in the workplace,
in the marketplace and in the communities in which it operates. Campbell
is a member of the Standard & Poor’s 500 and the Dow Jones
Sustainability Indexes. For more information, visit

About Diamond Foods/Pop Secret

Diamond Foods is a high-growth innovative packaged food company focused
on building, acquiring and energizing brands including Kettle(R)Chips,
snack nuts, Pop
(R) popcorn, and Diamond
of California
(R) culinary and snack nuts. The Company’s products are
distributed in a wide range of stores where snacks and culinary nuts are
sold. For more information, visit the company’s corporate Web Site:
or the following consumer Web Sites:,,,,

About BIC USA Inc.

BIC Consumer Products, a division of BIC USA Inc., is a leading
manufacturer and distributor of stationery products, including ballpoint
pens, gel pens, mechanical pencils, labels and correction products.
Since its founding more than 50 years ago, BIC has honored the tradition
of providing high-quality, reliable and affordable products. Through
this unwavering dedication, BIC has become one of the most recognized
brands in the world today. For more information, visit the company’s
corporate Web Site: https://www.bicworld.comor the company’sconsumer Web Sites:,,

SOURCE: Campbell Soup Company

Campbell Soup Company
John Faulkner
[email protected]
Diamond Foods/Pop Secret
Michael Altfest
[email protected]
Jill Klimack
[email protected]
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