For Ukrop’s General Manager Bill Balderson of Goochland, VA, the Ukrop’s Monument Avenue 10k is more than just an event that his employer sponsors.

  “It’s an annual milestone for running,” said Balderson, who plans on running the race with two of his three sons, 16-year-old Ryan and 25-year-old Chad. “It’s a motivational thing. I run all year with that event in mind,” he said.

  Balderson began working for Ukrop’s almost 30 years ago at the age of 16 and has come to recognize the names and faces of many loyal shoppers. The event provides him with an opportunity not only to run with his sons, but also to interact with a large number of his customers outside of the super market.

  “I see so many customers either running, cheering, or volunteering,” he said.  “That just makes it a lot of fun.”

  Balderson has participated in the Ukrop’s Monument Avenue 10k since the event’s second year in 2001. “I had been a runner for a number of years, but because of Ukrop’s involvement, that was my first organized running race,” said Balderson.

  “We see a lot of people that we know through business, church, or the neighborhoods where we have lived,” said Balderson. “For me, that’s why it’s called the ‘Friendliest 10k’.”

  Registration for the March 27, 2010 Ukrop’s Monument Avenue 10k is now open at www.sportsbackers.org. The cost to register currently for the 10k is $30 through March 1. The entry fee increases by $5 on March 1.