The Albertsons, Vons, Pavilions Foundation and Pasadena Tournament of Roses Partner to Provide $1 Million in Fire Disaster Relief

The Albertsons Companies Foundation, locally recognized as The Albertsons, Vons, Pavilions Foundation, has partnered with the Pasadena Tournament of Roses Association to provide $1 million in disaster relief for communities affected by the Eaton Fire.

The initiative will distribute aid through gift cards to affected residents in Pasadena, Altadena, and surrounding Los Angeles County areas.

“We are grateful to partner with the Pasadena Tournament of Roses and their local nonprofit partners to support our neighbors impacted by the Eaton wildfires,” said Kevin Curry, Division President of Southern California at Albertsons Companies.

“We will continue to provide assistance as relief efforts continue in Altadena and Pasadena, as well as other affected communities across Los Angeles County.”

The initiative combines the $1 million commitment from the grocery foundation with an additional $200,000 Emergency Relief Fund established by the Tournament of Roses and its Foundation.

The emergency fund will provide direct financial support to the organization’s volunteer members and staff affected by the wildfires, while also supporting broader community relief efforts.

The Partnership for Children, Youth & Families, a network of local community organizations, along with other nonprofits will coordinate the distribution of aid.

The Tournament of Roses, which hosts the Rose Parade and the Rose Bowl Game, is collaborating with local agencies to identify urgent needs and mobilize its 935 volunteer members, who typically provide more than 80,000 hours of manpower annually.

“As America’s New Year’s Celebration, Dena (Pasadena and Altadena) is our home, and we stand ready to do everything we can to help as our community recovers and rebuilds. We are proud to stand with our partners at the Albertsons Companies Foundation to help our neighbors by leveraging our place in the community and ability to convene,” said Mark Leavens, President of the Pasadena Tournament of Roses Association.

Albertsons Companies, which operates 2,273 retail food and drug stores with 1,732 pharmacies and 405 associated fuel centers across 34 states and the District of Columbia, is expanding its support through a customer donation campaign at checkout counters across all Southern California Albertsons, Vons, and Pavilions locations through January 31.

The foundation has pledged to match the first $250,000 in customer donations, a threshold that has already been exceeded.

The effort builds on Albertsons Companies’ track record of community support, which included more than $350 million in food and financial assistance distributed in 2023, including more than $35 million through its Nourishing Neighbors Program to ensure those living in their communities and those impacted by disasters have enough to eat.