The Battle Creek Cereal Sale, co-sponsored by Post Consumer Brands and WK Kellogg Co. as part of the recent National Cereal Festival, raised $10,212 to benefit the Battle Creek community through United Way of South Central Michigan (UWSCMI).
The two companies donated 10,000 boxes of their popular cereal brands, from Fruity PEBBLESTM to Kellogg’s Froot Loops® and more, to the effort. Those products were then offered for public sale at reduced prices during the National Cereal Festival on June 7, with all proceeds going to UWSCMI. Attendees bought nearly 5,000 boxes of cereal. The remaining cereal was donated to the South Michigan Food Bank to support food-insecure families in the Battle Creek area — an especially crucial need during summer months when children don’t have access to meals at school.
Chris Sargent, UWSCMI President and Executive Officer, said the unique collaboration between WK Kellogg and Post — normally business competitors — shows the power of partnership in supporting the community.
“Individually, these companies and their employees are long-time supporters of United Way’s work in the Battle Creek community,” said Sargent. “For them to pool their impact in this way sets a powerful standard for all of us. Coming together for our community is how change happens. All of us at United Way are profoundly grateful for their example and their impact.”
UWSCMI works with 30 local and regional partners on programs addressing basic needs, financial hardship and key social issues in the Battle Creek community.
Peter Vogel, Chief Executive Officer of the South Michigan Food Bank, also lauded the companies’ unwavering support for Battle Creek. “We’ve always been able to count on WK Kellogg and Post, both for their donations of food and their employees’ volunteerism, to make a difference in addressing food insecurity,” Vogel said. “This donation is another example of how strong local companies can make lives better.”
