The cereal wars have found a new battlefield, and the nation's hungry stand to benefit from the conflict. Both Kellogg (NYSE: K) and General Mills (NYSE: GIS) have agreed to make contributions to the not-for-profit organization Feeding America (formerly known as Second Harvest), which supplies food to more than 25 million Americans each year. But not all contributions are equal.
Kellogg is donating one entire day's production, around 55 million servings, to the organization. It places the value of this donation at $10 million. This figures out to $.18 cents per serving, about half of the shelf price. Starting June 17th, the company will also send you $5 of coupons for every $5 you donate to Feeding America.
It is also partnering with pop star Beyoncé to collect non-perishable food items that fans will hopefully drag along to her concerts. And no, beer is not what they are looking for.
Hurray for Kellogg, and General Mills? I can do without my Cheerios.
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Reader Comments (Page 1 of 1)
4-28-2009 @ 6:39PM
Rodger said...
General Mills has an public relations disaster on their hands.
4-28-2009 @ 11:53PM
Mike Sanders said...
And Kellogs does not (have a pr disaster on their hands)? Last I heard, Keloggs was boycotted, over some kid whose "friend" snapped a picture of him with a bong... Kellogs dropped him from their commercials. And the Olympic (7x) medalist who tested positive for THC metabolites and Harry Potter... Should they loose their livelyhood and fame, due to marijuana use? Should only atheletes, or Presidents, or actors be excluded?
4-29-2009 @ 6:22PM
Phil Zepeda said...
I wanted to provide some greater detail on your depiction of recent donations from both General Mills and Kellogg’s.
I want to preface my comments that both companies have been long-term supporters to Feeding America and our network of food banks across the country. These are not new relationships, but substantial partnerships that help us fight hunger every day. In fact, General Mills and Kellogg’s have donated millions of pounds of food in addition to funding our vital operations over many years.
General Mills and Kellogg’s have offered ways for their customers to get involved in national hunger relief efforts. It’s the combined effort of everyone’s purchases that will make campaigns like this one successful. So, while 18 cents may seem small, every penny donated to Feeding America helps us feed more people. With just a one dollar donation to Feeding America, we’re able to secure and distribute food equivalent to more than five meals. Our organization has great effectiveness which allows us to stretch the value of a dollar far beyond what any single individual can do on their own.
That’s why these programs with General Mills and Kellogg’s are vital to our work to feed families across the country. And it’s not just cereal that’s being donated. Brands across the General Mills line have pledged their support to our effort – from Fiber One to Hamburger Helper to Yoplait Yogurt. General Mills sees this as a corporate responsibility to help individuals everywhere find a good healthy meal to eat.
Feeding America supports General Mills, Kellogg’s and all corporations who have identified hunger as a issue worthy of their philanthropic support. It is my hope that your readers will see the good that these companies have done to help fight hunger in America.
Sincerely,
Phil Zepeda
Vice President of Communication
Feeding America
Chicago, Illinois