A while back, I took a look at the fact that Kellogg's (NYSE: K) would not renew its sponsorship of Olympic swimmer Michael Phelps -- thanks to "Bonggate." I saw an article earlier this week, an article that was brought to my attention by my hero Darren Rovell over on his blog, that K's decision benefited the San Francisco Food Bank.

As long as someone needing food in the San Francisco area is not adverse to a picture of Michael Phelps (sans bong) on their Corn Flakes, they will find their bounty at the San Francisco Food Bank. According to this article, K donated nearly 2 tons of cereal to the food bank - reportedly from their Portland, Oregon distribution center. Rovell was told that the cereal firm is eligible for a tax deduction in the realm of $15,000 for the donation.

Gayle Keck, of the San Francisco Food Bank stated, "Though Kellogg's and their star spokesman hit a patch of rough water, San Francisco's hungry just got thrown a life preserver." While full of bad puns, the statement is accurate and piqued my interest in K's performance (which is why we are looking at a food firm in JockStocks).