He said the first task was to prove whether the story about Robert Edwards owning the land was actually true.

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The initiative has been warmly welcomed by Mike Macnamee, chief executive of Bourn Hall Clinic - based near Cambridge - which was established by IVF pioneers Patrick Steptoe and Robert Edwards.

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Robert Edwards, president of Safeway, said on the same call that the personalized aspect of Just 4 U has helped the chain gain share despite current economic challenges affecting its customers.

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With the adultery scandals of former New York Gov. Spitzer and South Carolina Gov. Sanford as well as President Bill Clinton and presidential hopeful John Edwards playing out on a national stage in recent years, producers Robert and Michelle King and their cast have had plenty to draw from.

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