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Press Release

Independence Blue Cross merges healthful eating with convenient, farm-fresh shopping

Hosts new farmers' market location at 19th and Market in Philadelphia

Philadelphia, PA - May 18, 2012 - Say goodbye to the cellophane-wrapped carrots, frozen beans, and canned fruit cup, and say hello to the IBC Farmers' Market, the new initiative from Independence Blue Cross (IBC) and Farm To City that brings farm-fresh produce to 19th and Market streets in Center City on Thursdays starting May 17.

"Offering a convenient way for our associates, local businesses, and neighbors to buy fresh fruits and vegetables through the new IBC Farmers' Market is just one innovative way we're accomplishing our mission: enhancing the health and wellness of the people and communities we serve," Kimberly Eberbach, vice president of wellness and community health at IBC. "Eating the recommended five to eight servings every day of fruits and vegetables isn't easy with our busy lives, and this open-air market will bring fresh farm goods close to where our associates, local businesses' employees, and area neighbors work and live."

Buying local from the weekly IBC Farmers' Market is good for the economy and the environment, and it also yields the freshest, healthiest fruits, vegetables, and other goods from area farmers. Like many farmers' markets, it will last through the autumn, offering seasonal items from spring asparagus and strawberries to summer corn and tomatoes, to apples, squashes, and root vegetables in the fall.

"IBC associates are exclusively offered participation in a farm share program where, for an upfront fee, fruits, vegetables, and other goods are packaged for easy pickup each week," said Sumit Sethi, IBC manager of associate wellness. "Fresher fruits and vegetables have more nutrients and taste better, and buying from local farmers is important to our local economy. I'm looking forward to shopping there myself."

The IBC Farmers' Market is located in the courtyard adjacent to IBC headquarters at 1901 Market Street, and is open on Thursdays from 11 a.m. - 2 p.m., starting Thursday, May 17.

About Independence Blue Cross
Independence Blue Cross is a leading health insurer in southeastern Pennsylvania. Nationwide, Independence Blue Cross and its affiliates provide coverage to nearly 3.1 million people. For 74 years, Independence Blue Cross has offered high-quality health care coverage tailored to meet the changing needs of members, employers, and health care professionals. Independence Blue Cross is an independent licensee of the Blue Cross and Blue Shield Association. Visit us at Fan us on Facebook. Follow us on Twitter@ibx.

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