Apr 01, 2014 • By

A great leap forward for fruit and veggies

What began as a seed of an idea has blossomed into a giant.

In January, Green Giant and our Global Health department launched Go Giant – a pilot program that provided employees with weekly challenges and a way to track fruit and vegetable consumption for five weeks.


The idea behind the Go Giant campaign was to reinforce healthy eating habits and change daily choices for meals and snacks through a challenge to earn a Fitbit Flex Activity Tracker.

It appeared to strike a chord with employees. A total of 5,062 General Mills employees registered for the program and more than 65 percent successfully completed the requirements to earn a Fitbit Flex.


“I was amazed with what the Green Giant team was able to accomplish with the Go Giant challenge,” says Anton Vincent, vice president and president of the Frozen Frontier. “Engaging more than 25 percent of our U.S. workforce to eat better is indicative of the consumer power of the Green Giant brand.”

Among the other statistics about the program:

-95 percent of employees gave it a satisfactory rating.

-34 percent increased their fruit and veggie consumption over five weeks. Of that, 285 employees increased their consumption by 400 percent or more.

-57 different General Mills locations or departments competed in the challenge.

-16 General Mills locations or departments had a 75 percent completion rate.


“Go Giant was the perfect program to achieve our goal of educating and motivating employees to increase fruit and vegetable consumption for themselves and their families,” says Dr. Julia Halberg, vice president of Global Health and chief medical officer for General Mills. “Partnering with one of our brands is a great way to incubate new consumer ideas and to be able to demonstrate how we ‘walk the walk’ on wellness inside General Mills.”

Based on great results from this pilot, Green Giant is talking with national wellness companies about potential partnerships to scale Go Giant with other employers.