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Kellogg’s And Meijer Partner To Help Kids Stay Active

You’d expect a food manufacturer and grocery retailer to collaborate in business, though the relationship often ends there. But now, a couple of the biggest players in those markets – breakfast cereal giant Kellogg Company and supermarket chain Meijer – are also joining forces to support middle school sports projects, with the larger goal of helping kids stay active.

Photo Courtesy Kellogg’s Frosted Flakes

As part of the collaboration, Kellogg’s and Meijer will donate $55,000 to Waverly Middle School in Lansing, Michigan. The grant will supply “much-needed athletic equipment” such as new uniforms and wrestling mats, WLIX News 10 reported.

The grant is part of Kellogg’s “Mission Tiger” initiative, named after Tony the Tiger, the iconic cartoon mascot for Frosted Flakes.

One of Mission Tiger’s goals is “help save middle schools sports” through projects such as repaving playing courts, refurbishing facilities, and providing new training equipment, Kellogg said in a May 19 press release.

The $55,000 donation will be made through DonorsChoose, a crowdfunding platform for teachers, donors, and district administrators.

Photo Courtesy Donors Choose

“Tony and Kellogg’s Frosted Flakes have always believed in the power of sport,” Amy Davis, VP of Sales Account at Kellogg Company, said in a statement. “When we learned that middle school sports are disappearing, we knew something needed to be done. We are thrilled to announce this donation to help support local middle school sports, thanks to support from Meijer.”

Many middle schools have seen reduced sports and other recreational programs due to budget cuts and funding shortfalls – a worrying trend, given that staying fit and active is critical in helping young people build healthy lifestyles.

“It is important for kids to be physically active,” Kelly Blake, Superintendent of Waverly Community Schools, told WLIX News 10. “It keeps their mind fresh, and there is a lot of research that kids that are involved in extracurricular activities do better academically, so we’re very excited.”

Kellogg’s launched Mission Tiger in 2019. Since then, the program has helped more than 1 million kids nationwide.

The company has engaged the public to help out as well. Consumers who purchase a box of Kellogg’s Frosted Flakes and upload their receipt to can spark a $2 donation to DonorsChoose. 

Photo Courtesy Kellogg Company  

Kellogg’s, based in Battle Creek, Mich., boasts more than $15 billion in annual sales through high-profile brands such as Pringles, Cheez-It, Special K, Pop-Tarts, Kellogg’s Corn Flakes, Rice Krispies, Eggo, Mini-Wheats, and MorningStar Farms. The company’s stock trades on the NYSE under the ticker symbol “K.”

Meijer, a privately owned retailer headquartered in Grand Rapids, Mich., operates over 500 stores in Michigan, Ohio, Indiana, Illinois, Kentucky, and Wisconsin. 

This isn’t the first time the two companies have collaborated on programs to help young people. In February, Kellogg Company and Meijer announced a partnership with The National Young Farmers Coalition to help fund honorariums for 12 Midwestern farmers who participate in the Young Farmers Land Advocacy Fellowship. One of the goals is to help young farmers buy land and develop successful farms.

Photo Courtesy Kellogg Company 

Mission Tiger is part of Kellogg’s Better Days Promise ESG program. According to the company’s website, Better Days aims to “advance sustainable and equitable access to food” by addressing the intersection of well-being, hunger, sustainability, equity, diversity, and inclusion (ED&I) for 3 billion people by the end of 2030.

Since 2015, the Better Days program has fed more than 219 million needy people with food donations and reached more than 4.3 million kids through feeding programs worldwide. 

Photo Courtesy Kellogg Company


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