Privacy Statement

| Privacy Statement | Security Information |

Roundy's Supermarkets, Inc. (“Roundy's”) understands your concern for on-line privacy and has adopted the following On-Line Privacy Statement. This Statement explains the online data collection and disclosure policies and practices of Roundy's websites including: picknsave.com, copps.com, rainbowfoods.com, metromarket.com, and roundys.com (collectively, the “Roundy's Sites”). Your use of the Roundy's Sites indicates your acceptance of this Statement. If you do not consent to this Statement, please immediately cease using any of the Roundy's Sites.

This Statement, along with the Roundy's Sites and their contents are subject to change. Your continued use of the Roundy's Sites indicates your acceptance of this Statement following any changes. Roundy's makes no representations or warranties of any kind relating to the contents of the Roundy's Sites and Roundy's disclaims any such representations or warranties, including but not limited to warranties of merchantability and fitness for a particular purpose. Additionally, Roundy's does not represent or warrant that any of the information contained in the Roundy's Sites is accurate, complete or current, including price or availability of products listed.

Online Privacy

Roundy's tracks the total number of visitors to our website allowing for proper administration and improvements. Cookies (pieces of data stored in your hardware) are used to track non-personal information including browser type, operating system and domain names. However, usage of a cookie is not linked to personally identifiable information.

Information Provided by You

In order to serve you better, we will ask personal information if you wish to register for a contest, apply for an Advantage Plus® Savers Club Card or a Copps Key Savings Club Card, request information from Roundy's, apply for a job, or otherwise participate in a program offered by a Roundy's Site. Roundy's will only collect personally identifiable information that you voluntarily provide through a Roundy's Site or e-mail.

When you participate in a contest or promotion, or apply for or change information relating to an Advantage Plus® Savers Club Card or a Copps Key Savings Club Card, we may request that you voluntarily submit personal information such as your name, address, e-mail address and phone number to provide you with the information or service you requested and to perform analyses of our services. If you would prefer that Roundy's not collect any personally identifiable information from you, please do not provide us with any information. We do not share this information with outside parties, however, Roundy's may disclose personally identifiable and aggregate anonymous information to companies and individuals employed to perform functions on our behalf (such as contest or promotion administration) or with our affiliates, partners or parent company. These companies and individuals may have access to your personal information to perform their business functions on our behalf as well as their own business purposes such as assisting us in administering various promotions, and providing specific promotional offers to you. Roundy's will provide those other companies with the information they need to perform the services and, except in the case of contests and promotions administered by outside companies, we prohibit them from using the information for other purposes. We do not control how other companies use the information you may provide directly to them (such as pursuant to a contest registration) and recommend that you check the privacy statement of the company requesting information for a description of their data collection practices. Please be aware that subsidiaries and affiliates of Roundy's are not outside parties or outside companies and that we may periodically share personal information or aggregated information with Roundy's subsidiaries and affiliates.

If one of Roundy's business lines or the entire business, or a substantial portion thereof, is acquired or transferred, whether by merger, consolidation or purchase of a substantial portion of assets, Roundy's may disclose and transfer your personally identifiable information to such third party acquiring Roundy's or the affiliate. In addition, in the event Roundy's becomes the subject of a bankruptcy or insolvency proceeding, whether voluntary or involuntary, Roundy's or its trustee in bankruptcy may sell, assign, license or otherwise transfer such information in a transaction approved by the appropriate court. Roundy's may also disclose your personal information to third parties when we believe, in good faith and in our sole discretion, that such disclosure is reasonably necessary to (a) enforce or apply the terms of this terms and conditions of the Roundy's Sites; (b) comply with legal or regulatory requirements; (c) protect the rights, property or safety of Roundy's, our users or other third parties; or (d) prevent a crime or protect national security.

In addition, Roundy's Sites collect personal information when you apply for a job or email consumer relations. We have no obligation of any kind with respect to such information except as provided in this Statement. We use such information internally for the purposes collected and we treat any comments, suggestions and the like as public information.

Email

When an email address is given by a visitor indicating inclusion in a Roundy's subscription list, we will send notices to the visitor in the form of an email. You may opt-out of this subscription at any time by updating your profile.

Third Party Websites

The Roundy's Sites may contain links to other web sites over which we have no control. Roundy's is not responsible for the privacy policies or practices of other web sites to which you may link from a Roundy's Site. We encourage you to review the privacy policies and terms and conditions of such web sites so that you can understand how those companies collect, use and share your information. This Statement applies solely to the information that Roundy's collects on the Roundy's Sites and does not apply to information Roundy's may collect by any alternative means or media such as at stores owned by Roundy's.

How to Change or Delete Your Information

If you have submitted personally identifiable information through a Roundy's Site and would like to change or delete that information, please updating your profile.

Security Measures

Roundy's has instituted various procedures to prevent unauthorized access, maintain data accuracy, ensure the correct use of information and safeguard and secure the information we collect about you. However, Roundy's cannot guarantee that unauthorized access or disclosure of information will never occur.

Children's Privacy

Roundy's consumer websites do not collect or maintain information at our website from those we actually know are under 13. From time to time we may display information that is specifically aimed at children, for example coloring pages. However, registration is never required to access these pages and we do not collect personal information in connection with these activities.

How to Contact Us

Should you have other questions or concerns about this Statement or our data collection practices, please call Roundy's Customer Service at 866-742-6728 or Contact Us

| Privacy Statement | Security Information |