News releases

General Mills, Big Machine Label Group and Feeding America join forces to Outnumber Hunger


Rascal Flatts, Martina McBride and The Band Perry among artists supporting the initiative

MINNEAPOLIS – General Mills and Big Machine Label Group’s star-studded roster of country music artists are teaming up with Feeding America to Outnumber Hunger in a national initiative that helps fight hunger in local communities. Outnumber Hunger will help Feeding America secure up to 15.6 million meals for local food banks.

According to the USDA, an estimated 49 million Americans struggle with hunger, making the issue a growing reality in every community. By simply entering codes from specially-marked General Mills products at OutnumberHunger.com, Americans can help make a difference in their local communities at a time when it matters most. 

“Hunger is a year-round issue but it can be especially critical in the spring, so Feeding America food banks need help now,” said Vicki B. Escarra, president and CEO, Feeding America. “The combined reach that General Mills and Big Machine Label Group’s artists bring to the hunger crisis will help provide critical resources at this key time.”

This powerful group of partners is using its collective voice to rally Americans for the cause. Codes will appear on millions of specially-marked packages of General Mills products to give people the chance to help Feeding America secure five meals on behalf of their local food banks. For every code entered by March 1, 2013, General Mills will donate $0.65 to Feeding America – enough to secure 5 meals on behalf of local food banks – up to a total maximum donation of $2,100,000. General Mills has already donated $700,000 and will donate up to an additional $1,400,000 based on online code entry and other consumer actions. 

“As a leading food company, no cause is more important to us than the hunger issue,” said Cheryl Welch, Director, Outnumber Hunger at General Mills. “We’re thrilled to give people the chance to help make a difference in their own communities through Outnumber Hunger.”

Specially-marked packages of General Mills products will feature an Outnumber Hunger code, as well as Big Machine Label Group artists such as Rascal Flatts. More than 10 General Mills brands, including Betty Crocker, Green Giant, Totino’s and Cheerios, will participate. Entering the code at OutnumberHunger.com helps Feeding America secure five meals on behalf of a local food bank. Participants enter their ZIP codes to support food banks in or near their area.

Big Machine Label Group artists will also offer select special codes on Facebook and Twitter that will trigger donations to help Feeding America secure meals for local food banks. Big Machine Label Group artists who are encouraging participation include Multi-Platinum-selling superstar artists Rascal Flatts, Reba, Martina McBride and The Band Perry, as well as established chart-topping acts Eli Young Band, Justin Moore, Brantley Gilbert and newcomers Sunny Sweeney, Edens Edge, Ella Mae Bowen and Thomas Rhett.

“It takes a Big Machine to Outnumber Hunger, and we have an opportunity to help make a difference in local communities,” said Scott Borchetta, president and CEO of Big Machine Label Group. “That’s why we’re thrilled to come together with our artists, General Mills and Feeding America to help the hunger issue. Together we can Outnumber Hunger.” 

Additionally, the Outnumber Hunger partners have created an educational video with Rascal Flatts that highlights the issue of hunger and shows how anyone can get involved to help Feeding America. It will air during a Rascal Flatts movie theater event in New York City, and as well as in more than 600 movie theaters across the country on the night of April 5 at 8:00 p.m. EDT/7:00 p.m. CDT/6:00 p.m. MDT/8:00 p.m. PDT. Tickets to the movie theater concert event can be purchased at participating theater box offices and online at www.FathomEvents.com.

“Our fans have always been strong supporters of us and our families,” said Joe Don Rooney, Rascal Flatts. “By being involved in Outnumber Hunger, we’re grateful to have the chance to spread awareness of this important cause.”

To help make a difference in your local community with Outnumber Hunger, visit www.OutnumberHunger.com.  

About General Mills
General Mills is one of the world’s leading food companies, operating in more than 100 countries. Its consumer brands include Cheerios, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Progresso and Old El Paso. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2011 net sales of US$14.9 billion.

About Feeding America
Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation's leading domestic hunger-relief charity, our network members supply food to more than 37 million Americans each year, including 14 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks support 61,000 agencies that address hunger in all of its forms. For more information on how you can fight hunger in your community and across the country, visit http://www.feedingamerica.org. Find us on Facebook at facebook.com/FeedingAmerica or follow our news on Twitter at twitter.com/FeedingAmerica.

About Big Machine Label Group
At the helm of the independent Big Machine Label Group is industry veteran Scott Borchetta, who serves as President and CEO. The conglomerate encompasses Big Machine Records (founded in 2005), The Valory Music Co. (founded in 2007) and Republic Nashville (a partnership with Universal Republic founded in 2009 with Jimmy Harnen serving as President). The Big Machine Label Group's current artist roster includes Multi-Platinum superstars Taylor Swift, Rascal Flatts, Reba and Martina McBride; Platinum sensations The Band Perry; Newly minted Gold-selling artist Brantley Gilbert; Chart-topping established acts Eli Young Band and Justin Moore, and  newcomers Sunny Sweeney, Edens Edge, Ella Mae Bowen, Greg Bates and Thomas Rhett. BMLG artists have received multiple GRAMMY, CMA, ACM, American Music Awards, CMT Music Awards, Teen Choice Awards, MTV Video Music Award and People's Choice Award accolades as well as Brit Award and JUNO Award nominations.

For more information, contact:

Peggy Snook
General Mills
763-293-3797
peggy.snook@genmills.com

Katie Palasik
GolinHarris
312-729-4056
kpalasik@golinharris.com

Jake Basden
Big Machine Label Group
615-324-7769
jake.basden@bigmachinemail.com

 
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