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The Pound For Pound Challenge serves two purposes -- it provides a fun,interactive structure for losing weight, and it helps to raise criticallyneeded funds for Second Harvest Heartland and more than 200 other food banksthroughout the nation that are part of the Feeding America network.
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The timing of the Challenge coincides with increasing demand for emergencyassistance at food pantries, soup kitchens and other feeding programs as thenation struggles through tough economic times. In fact, according to the USDA,more than 36 million Americans live in "food insecure households" -- meaningthat they do not always know where they will find their next meal. One in 10Minnesotans struggles to put on their tables.
"We serve more than 25 million Americans every year, and the number ofpeople in need just keeps growing," said Vicki Escarra, president and CEO ofFeeding America. "We work with many generous donors who give us substantialfood and funds to do our work, and we are especially pleased that GeneralMills and 'The Biggest Loser' have come up with such an innovative way to helpus raise more funds and, just as importantly, raise awareness of thepervasiveness of hunger in our nation."
"We are delighted to be a part of The Pound For Pound Challenge," said RobZeaske, executive director of Second Harvest Heartland. "A program that letsthe community help others while helping themselves is truly a win-win foreveryone involved."
In addition to the weight loss challenge, grocery shoppers also can lookfor Pound For Pound seals on specially-marked General Mills products. For eachseal mailed in, General Mills will also donate 10 cents to Feeding America.General Mills brands carrying the seal include Cheerios(R), Green Giant(R),Yoplait Light(R), and many others.
Seals will appear on select products for a limited time only. Between thedonations for weight loss pledges and product seals, General Mills willcontribute up to $775,000 to Feeding America during the Pound For PoundChallenge. Feeding America will distribute the funds to local food banks basedon the zip codes of consumers who participate in the program, so the areas ofthe United States that participate most actively in the Pound For PoundChallenge stand to benefit most from the donations.
"General Mills has a long-standing commitment to nutrition and wellness,and we're thrilled to support a cause that will not only provide hunger reliefbut also encourage Americans to get healthier," said John Haugen, vicepresident, Health and Wellness at General Mills. "By joining the Challenge,Americans are helping themselves while helping the one in eight Americans whostruggle with hunger."
The Pound For Pound Challenge starts in January with the launch of seasonseven of "The Biggest Loser" and lasts until the season concludes in May.Viewers will get updates on the Pound For Pound Challenge throughout theshow's season.
"Our show inspires so many people to commit to a healthier lifestyle, andwe're excited that motivation will help secure millions of pounds of groceriesfor local food banks," said Bob Harper, trainer with "The Biggest Loser."
Those who wish to participate in the Pound For Pound Challenge can visithttp://www.PFPChallenge.com and enter their weight loss goals. Participantscan pledge to lose weight from now through April 27, 2009.
About Second Harvest Heartland
Second Harvest Heartland is the Upper Midwest's largest hunger-relieforganization, with a mission of ending hunger through community partnerships.41 million pounds of grocery products were distributed last year to hungryseniors, families and children through more than 1,000 non-profit memberagencies and programs, including food shelves, soup kitchens, shelters, seniorcenters, faith-based organizations, and children's after-school programsserving 59 counties in Minnesota and western Wisconsin. For each $1 donated,Second Harvest Heartland can distribute more than $9 worth of grocery productsfor those in need. For further information, visit http://www.2harvest.org orcall 651.484.5117.
About Feeding America
Feeding America provides low-income individuals and families with the fuelto survive and even thrive. As the nation's largest domestic hunger-reliefcharity, our network members supply food to more than 25 million Americanseach year, including 9 million children and 3 million seniors. Serving theentire United States, more than 200 member food banks operate 63,000 agenciesthat address hunger in all of its forms. For more information on how you canfight hunger in your community and across the country, visithttp://www.feedingamerica.org.
About General Mills
One of the world's leading food companies, General Mills operates in over100 countries and markets more than 100 consumer brands, including Cheerios,Haagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old ElPaso, Progresso, Cascadian Farm, Muir Glen, and more. Headquartered inMinneapolis, Minnesota, U.S.A., General Mills had FY2008 global net sales ofUS$ 14.9 billion, including the company's $1.2 billion proportionate share ofjoint venture net sales.
About "The Biggest Loser"
The first reality series where everybody "loses," "The Biggest Loser"challenges and encourages overweight contestants to shed pounds in a safe andrecommended manner through comprehensive diet and exercise as they compete fora grand prize of $250,000. Hosted by Alison Sweeney (Days of our Lives), theseries provides the contestants with challenges, temptations, weigh-ins, andeliminations until the final contestant remains to claim the title of "thebiggest loser." Each team works out under the supervision of professionaltrainers Jillian Michaels and Bob Harper. "The Biggest Loser" is a productionof Reveille LLC, 25/7 Productions and 3 Ball Productions.
"The Biggest Loser" series has become a worldwide hit airing in over 90countries and produced in 25 countries. Since its debut in 2004, "The BiggestLoser" has also grown to become a standalone health and lifestyle brand bydeveloping tools and products inspired by the show and approved by our doctorsand experts. Anchored by its online diet and exercise subscription-basedextension of the show, Biggestloserclub.com, The Biggest Loser Meal Plan, TheNew York Times best-selling books series, best-selling fitness DVD series,line of appliances, fitness equipment, protein supplements, and countlessother health and lifestyle based products, "The Biggest Loser" consumerproducts program has generated over $50 million in spending with presence atmore than 25,000 major retailers to date. Check outhttp://www.biggestloser.com for more information.
SOURCE Second Harvest Heartland
