Providing Breakfasts for Better Days™
Our founder, W.K. Kellogg, was known as one of the great philanthropists of the 20th century. Today, we follow in his footsteps, focusing our work where we believe we can make the biggest impacts. Our global signature cause - hunger relief and breakfast programs - ties to the key elements of our business.
We believe in the power of breakfast to feed better days and better lives. Over the last few years, we have developed a more strategic approach to our philanthropic giving, culminating in the 2013 launch of our Breakfasts for Better Days™ global signature initiative. Through this program, Kellogg and Kellogg's Corporate Citizenship Fund have pledged to donate 1 billion servings of cereal and snacks - more than half of which are breakfast - by the end of 2016. We are expanding breakfast programs around the globe, maximizing product donations and advocating for the important role breakfast plays in the diet. In the first year of the initiative, we donated more than 400 million servings of products, of which 230 million servings were breakfast foods.
Sharing The Power of Breakfast With Children
In many countries, there is no such thing as a government-sponsored free or reduced price school breakfast program. We support and promote school-based "breakfast clubs" to fill those gaps. In 2013, as part of our global Breakfasts for Better Days™ commitment, we provided funding for 98 breakfast projects in Brazil, Colombia, Cost Rica, Denmark, Ecuador, France, Germany, Guatemala, Ireland, Italy, Mexico, Peru, Puerto Rico, Russia, Spain, Sweden, Turkey, the U.K. and Venezuela to provide nearly 540,000 breakfasts by the end of 2014.
Included in this figure are approximately 100,000 breakfasts that will be provided to children in Uganda and Malawi through our breakfast program with the charity Seeds for Africa. In the U.K., our Give a Child a Breakfast campaign raises money for breakfast clubs through the sales of our ceral. Since the program began in 2011, we have distributed nearly $1 million (USD) to 1,100 breakfast clubs in teh U.K. and Ireland.
Contributing To World Food Day
We live in a world where one in eight people faces daily food insecurity. To bring attention to the fight against hunger, the Food and Agriculture Organization of the United Nations established October 16 as World Food Day. As part of this, we coordinated our first company-wide global service project for employees. Together, employees from 28 countries and the company donated nearly 100,000 pounds of food - much of it Kellogg products. Employees also volunteered their time to help 94 community programs.
Delivering Food In Times Of Disaster
In 2013, as part of our Breakfasts for Better Days™ initiative, we established a new mobile relief center that can be deployed in the U.S. to deliver Kellogg foods to areas struck by disasters. When disaster strikes, one of the first things a community needs is nutritious, ready-to-eat foods. Our shelf-stable products - especially cereals - can provide sustenance to people whose lives have been upended by tornadoes, earthquakes, hurricanes and other natural disasters. We're quick to respond when disaster hits to help bring nourishment and hope to those who need it most. In 2013, we sent food to communities hit by a devestating tornado in Moore, Oklahoma, in May, to flooded neighborhoods in Colorado in September, and to parts of the U.S. Midwest following more than 60 tornadoes in November.