Teachable Moment on Aisle 9

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Shoppers will soon be adding "character" and "ethics" to their grocery lists as CHARACTER COUNTS! debuts in Ralphs stores across Southern California.

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Parents will now have direct access to character-based information and materials that they can use as gifts, teaching aides, and/or discussion starters with their kids. All products are based on the Six Pillars of Character (trustworthiness, respect, responsibility, fairness, caring, and citizenship) - universal virtues that everyone can agree on.

CHARACTER COUNTS!, the nation's most widely implemented character development framework, has partnered with Ralphs supermarkets to offer its character-building products and information to the public for the first time. The campaign began this month in all 260 Ralphs stores throughout Southern California.

Shoppers will find an attractive rotating display in the store and hear "Food for Thought" messages over the sound system from nationally renowned ethicist and radio personality Michael Josephson, founder of CHARACTER COUNTS!. Kids will even get special character stickers on their Ralphs' lunchboxes. The partnership will enable Ralphs to further expand its community involvement by providing not just value prices but ethical values.

The October launch was designed to help kick off the 16th annual National CHARACTER COUNTS! Week on October 18-24, during which more than 5 million youth, parents, teachers, and volunteers will gather in thousands of schools across the country and around the world to spruce up schools, reclaim neighborhoods, and celebrate good character.

"We're excited because this is our first venture into retail sales. It will allow us to go beyond the education market and right to parents," said Rich Jarc, executive director of the Josephson Institute of Ethics, which founded and administers CHARACTER COUNTS!. "Parents will now have direct access to character-based information and materials that they can use as gifts, teaching aides, and/or discussion starters with their kids. All products are based on the Six Pillars of Character (trustworthiness, respect, responsibility, fairness, caring, and citizenship) - universal virtues that everyone can agree on."

So the next time you're pushing a grocery cart down an aisle and hear, "Ooh, these ethics are fresh" or "Mommy, there's a Pillar in your produce!" you'll know you've come to the right place.

Click here for a Ralphs location near you. Click here to learn more about CHARACTER COUNTS! and National CHARACTER COUNTS! Week.

The nonprofit Josephson Institute of Ethics, a nonpartisan, nonsectarian organization based in Los Angeles, is committed to improving the ethical quality of America's young people. It created and administers CHARACTER COUNTS!, the nation's most widely implemented character development framework. All proceeds from the Ralphs campaign will benefit the Institute and the CHARACTER COUNTS! program.

http://www.CharacterCounts.org

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Rich Jarc
Josephson Institute
310-846-4800 ext. 802
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