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Rodale Opens Organic-Only Concession Stand At The Valley Preferred Cycling Center This Spring

RODALE OPENS ORGANIC-ONLY CONCESSION STAND
AT THE VALLEY PREFERRED CYCLING CENTER THIS SPRING


EMMAUS, PA, May 5, 2010-Rodale Inc., the authoritative source for trusted content in health, fitness, and wellness around the world, today announced that it will partner with the Valley Preferred Cycling Center in Trexlertown, PA, to provide organic concessions to its community of cycling enthusiasts.

Founded by Robert Rodale 35 years ago, the Valley Preferred Cycling Center is the most celebrated velodrome in modern American cycling history. The 2010 partnership with Rodale's Catering and Events group is a natural extension of Rodale Inc.'s core philosophy of living a healthy life on a healthy planet and celebrating food from the farm to the table with respect for nature and in support of organic, local farming.

"We believe that the gold standard of food is organic and local," said Heidi Rodale, Rodale Inc. Board Member and Vice Chairperson of the Valley Preferred Cycling Center. "Rodale is thrilled to provide organic, delicious food to a community that supports an active lifestyle."

The concession stand will feature race-night favorites such as hamburgers, cheeseburgers, French fries, and hot dogs prepared from organic ingredients fresh from regional providers. The new menu will also feature specialties such as an organic black bean burger, local pulled-pork sliders, organic pizza by the slice, veggie wraps, and fair trade organic tea and coffee.

"Our focus is on organic, local seasonal food," said Leah Nichols, Director of Rodale Catering and Events. "We've taken a new approach to concession food, trying to make familiar favorites that are handcrafted yet flavorful. Even our soft pretzels will be made from scratch with flour from wheat grown at our Rodale Institute."

In addition to the concession stand, Rodale's Catering and Events group will operate the Breakaway Cafe as an independent contractor with exclusive rights to food service at the facility, including catering for all sponsored events during the season.

"We are a unique sports venue and our fans come here because they want something different. We are not a ballpark or arena. We are the best velodrome in North America," said VPCC Executive Director Marty Nothstein. "We want their experience to be truly unique and memorable, something that can be enjoyed by everyone. We think bringing in Rodale to operate our Breakaway Cafe concession stand adds to that uniqueness in a way that builds on and enhances the track racing experience."

Fans can get their first taste of the new concessions on Saturday, May 8, when the VPCC hosts its annual Spring Flea Market, featuring dozens of vendors from throughout the East Coast, scores of individuals and groups selling new and used bikes and accessories, and more than 3,000 cycling enthusiasts who come to the Flea Market every year for great deals on their seasonal cycling needs.

The Valley Preferred Cycling Center is the nation's foremost velodrome and the only one in North America to offer a full season of professional, Olympic-caliber competition through its World Series of Bicycling events every Friday night from June 18 through Aug. 27. In addition, the 24-7 Fitness Clubs Pro-Am Series on Tuesday nights showcases the rising talent of riders from throughout the United States and other nations and often features the Friday night pros who frequently use the Pro-Am races for training.

The Valley Preferred Cycling Center will also host the 2010 USA Cycling Junior National Track Championships Presented by Rodale from July 8 to 11, featuring 150 of the best young riders and aspiring Olympians ages 11 to 18 from across the country.

Nothstein, the 2000 Olympic gold medalist in the match sprints, grew up in Trexlertown less than a mile from the internationally renowned racetrack and is a product of the great community programs such as the Air Products Developmental Cycling Program and what is now known as Red Robin Marty Nothstein Bicycle Racing League for youths ages 9 to 17.

The velodrome opened in 1975 and is celebrating its 35th anniversary in 2010. Bob Rodale donated the facility to Lehigh County shortly after its construction and it is operated by the nonprofit Velodrome Fund. As a county park, the track and the Bob Rodale Cycling and Fitness Park across the street are open to cyclists when not in use for training or racing.

Location:
Valley Preferred Cycling Center
151 Mosser Road, Breinigsville, PA 18031
610-395-7000
www.thevelodrome.com


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About Rodale Inc.
Rodale is a global media company with a heritage, mission, and authority dedicated to the health and wellness of the individual, community, and planet. Through a broad portfolio of leading media properties, Rodale reaches more than 70 million people around the world through multiple distribution channels, including magazines, books, online, e-commerce, direct-to-consumer, and video. The company publishes some of the best-known health and wellness lifestyle magazines, including Men's Health, Prevention, Women's Health, Runner's World, Bicycling, Running Times, and Organic Gardening, and is the largest independent book publisher in the United States, with a collection of bestselling titles, including Al Gore's Our Choice, Flat Belly Diet!, and Eat This, Not That! Rodale is also a leader in direct-response marketing and has more than 25 million active customers in its database. www.rodaleinc.com

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EVP, Communications

Robin Shallow

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