feeding america
Apr 08, 2015 • By

General Mills, Walmart team up to “Fight Hunger. Spark Change.”

Alleviating hunger in the communities where our business operates is core to our company mission of Nourishing Lives.

So, when Walmart came to us with an opportunity to partner on a new program aimed at fighting hunger across the U.S., we jumped at the chance to participate.

walmart hunger

Walmart’s Fight Hunger. Spark Change. campaign comes at a critical time when one in six people in America may struggle with hunger at some point during the year, according to the USDA.

In addition, food banks are facing a time of year known as the “spring hunger gap” when food supply is often at its lowest level.

To raise awareness and help provide meals to those in need, Walmart, General Mills and other participating suppliers have set out to secure up to 75 million meals for Feeding America food banks across the country. As part of the program, General Mills will donate up to $2.5 million to Feeding America based off the purchase of our participating products in store, which equates to 25 million meals. This campaign will mark the largest retailer hunger relief program in General Mills history.

So, how does it work?

Walmart is calling on its customers to take action in-store and online to help reach the goal of 75 million meals. Customers can support the campaign and help local families in three ways:

1. Buy Participating Products:
Purchase one of over 240 participating products across multiple suppliers in Walmart stores nationwide and the supplier will make a donation to help Feeding America secure a meal on behalf of a local food bank. For every item purchased, a meal will be secured for the local Feeding America food bank in that area.

cheerios walmart

2. Donate at the Register:
For the first time at Walmart, customers can make a donation on behalf of their local Feeding America food bank at the register during checkout.

3. Take the #WeSparkChange Challenge:
Customers are encouraged to take a picture of six friends who share their commitment to fight hunger, representing the one in six people who may struggle with hunger in the U.S. Then, post the picture on Facebook, Instagram or Twitter as a public post with the hashtag #WeSparkChange. For each public post connected to the hashtag #WeSparkChange, Walmart will donate $10, up to a maximum donation of $1.5 million, to Feeding America. To help generate more donations, customers can post multiple pictures, tagging friends and challenging them to take their own photo within 48 hours.

To kick-off the challenge, Walmart will make an initial donation of $1.5 million to Feeding America, with the goal of reaching a total donation of $3 million based on the public’s participation, enough to help secure 30 million meals.

“As a food company, fighting hunger is a top priority for our organization,” says Adam Dill, vice president of sales at General Mills. “I am proud of what our teams have accomplished together in our partnership with Walmart.”


As a part of General Mills’ ongoing partnership with Reba McEntire, she was also able to help bring a voice to hunger at Walmart.

“I was raised to treat others with compassion. Knowing that one in six Americans struggle with hunger means my fans and people I see every day need help,” says Reba.

Here’s a special message from Reba:

For every General Mills participating item purchased at Walmart between April 6 and May 3, 2015, General Mills will donate $0.10 – equal to one meal – to Feeding America, up to a total of $2.5 million.

General Mills is a founding member of Feeding America and our partnership spans 35 years. Together, we provide nourishment to Americans struggling with hunger; safe and nurturing places for children to have a meal; and emergency assistance for disaster victims.

Over the last ten years, General Mills has donated nearly 230 million pounds of food to Feeding America.

“Walmart’s Fight Hunger. Spark Change. is an extension of our long-standing partnership with the retailer and builds on our outstanding history with Feeding America,” says Jay Picconatto, marketing associate director at General Mills. “We believe this program has the ability to make a true difference in the lives of those struggling with hunger.”

To learn more about the campaign and how you can get involve, visit Walmart.com/FightHunger.

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