New data from the U.S. government shows more than 49 million Americans struggled to get enough to eat at some point in 2008, the highest total in 14 years. This means one in six Americans struggled with hunger. To wake up Americans to the hunger issue, General Mills CEO Ken Powell, NBC's The Biggest Loser's Bob Harper and Feeding America president and CEO Vicki B. Escarra are teaming up to turn on the production line for an unprecedented donation to local food banks.
General Mills is increasing its commitment to Feeding America, a partner for nearly 30 years, by ensuring that 49 million bowls of whole grain cereal are donated to Feeding America this year for delivery to local food banks across the country.
"Our more than 200 network food banks across the nation have shown an average 30 percent increase in demand over last year, but we still were astonished when we learned of the newest statistics about the deepening hunger crisis," said Vicki B. Escarra, president and CEO, Feeding America. "Too many people wake up without knowing what they will eat, but this donation is a big help in the fight against hunger."
Given the alarming statistics, there's no time to waste. Escarra, Powell and Harper are traveling to General Mills facilities in Atlanta, Cincinnati, Ohio and Cedar Rapids, Iowa to visit the people behind the cereal donation, connect with local food bank employees and encourage Americans to join the cause.
"General Mills is strongly committed to raising awareness of the hunger issue, so when we heard the newest statistics, we knew we had to take action," said Ken Powell, CEO, General Mills. "We're pleased to donate 49 million bowls of General Mills' Big G cereals made with whole grain, which can deliver many health benefits, to local food banks."
Last year, General Mills donated $16 million of food to Feeding America, and in the past decade, General Mills product donations have exceeded $168 million dollars. In fiscal 2009, General Mills contributed more than $90.7 million to help alleviate hunger, advance nutrition wellness, and support education, social services, arts, and culture.
To help fight hunger in their own communities and help Feeding America deliver millions of pounds of groceries to local food banks, Americans can join the Pound For Pound Challenge, a charitable campaign highlighted on NBC's The Biggest Loser. For a second year, for every pound of weight participants pledge to lose, the Pound For Pound Challenge will donate $0.14 to Feeding America (up to $800,000), enough to deliver one pound of groceries to a local food bank. The Pound For Pound Challenge starts December 8 after the season finale of NBC's The Biggest Loser (8 p.m. EST).
"Thanks to the Pound For Pound Challenge, my work today to help get whole grain cereals to millions of Americans is just the start of a larger movement to help the hungry," said Bob Harper, trainer, NBC's The Biggest Loser. "We helped Feeding America deliver more than 3.5 million pounds of groceries to local food banks through the Pound For Pound Challenge last year and are thrilled to give Americans yet another chance to help themselves while helping others."
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