Dallas, TX, June 10, 2009 — Here’s the scoop: Baskin-Robbins has teamed up with The Muscular Dystrophy Association (MDA) to help celebrate Lou Gehrig’s birthday by donating 31 cents from every scoop of “Baseball Nut” ice-cream that is sold to the ALS division of MDA. The promotion will run from Jun. 15-29 at all participating Baskin-Robbins locations in the Dallas/Fort Worth area.
Lou Gehrig, a baseball legend, ended his baseball career at age 36 when amyotrophic lateral sclerosis (ALS) took over his body and eventually led to his death. ALS is a progressive disorder that causes paralysis and destroys the never cells that control voluntary muscle movement. People with ALS typically live three to five years after diagnoses. The disease is one of 43 neuromuscular diseases covered by MDA that effect North Texas families and people all over the world.
"It's important to Baskin-Robbins to support the people in our community,” Baskin-Robbins Field Marketing Manager Lynda Beeler said. “This effort means a lot to our organization, our employees, and hope it will make a real difference to some special families living with ALS."
The funds raised enable MDA to provide the best in patient care and services, including clinical visits, orthopedic equipment, support groups and a worldwide research effort seeking treatments and cures for ALS and other neuromuscular diseases.
About Baskin Robbins
Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 29th annual Franchise 500® ranking, Baskin-Robbins is the world’s largest chain of ice cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 5,800 retail shops in more than 30 countries. Baskin-Robbins was founded by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats. Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin’ Brands, Inc. family of companies. For further information, visit www.baskinrobbins.com.
About ALS and MDA
MDA’s involvement with ALS began in the early 1950’s when Lou Gehrig’s widow, Eleanor, was searching for a way to fight the disease that took her husband’s life in 1941. She became involved with MDA and served as the national campaign chairperson for more than a decade. MDA fund 36 MDA/ALS Centers and some 215 MDA clinics throughout the United States, providing comprehensive and compassionate medical care through multi-disciplinary services. The MDA/ALS Center of Dallas is located at UT Southwestern Medical Center. A second local ALS clinic has been established at Texas neurology. For further information, visit www.MDA.org
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