Kellogg's, Parmalat partner with FoodBank SA
Kellogg's South Africa, FoodBank SA and Parmalat have teamed up to launch the Kellogg's Breakfast for Better Days campaign which will see five million servings of sponsored cereal and milk donated to learners from over 50 underprivileged schools in Gauteng, KwaZulu-Natal, Western Cape and the Eastern Cape.
According to Andy du Plessis, managing director of FoodBank SA, breakfast has been positively linked to favourable health outcomes, such as healthier body weight and diet quality. "Research shows that children who skip breakfast are unlikely to make up those missed nutrients throughout the rest of the day."
Relieving hunger
Du Plessis says that the campaign aims to feed 25 000 learners breakfast every school day in 2014 and will focus on relieving hunger amongst learners in South Africa.
"To achieve this, a total amount of 150 000 kg of cereal and 500 000 litres of milk will be provided. The campaign will also look to educate youth about the importance of daily nutritional requirements."
Millions of South Africans go hungry every day and the lack of nutrition is a serious concern which needs to urgently be addressed. "Hunger and malnutrition remain the most devastating problems facing the impoverished in South Africa. In severe cases the consequences of malnutrition can affect growth and development, reduce physical activity, impair resistance to infection, increase morbidity and lead to disabilities and death." Du Plessis points to research released by UNISA, which reveals that nearly one in five kids don't eat breakfast before going to school.
Improvement in performance
According to Jack Kruger, marketing category manager at Kellogg's, accessibility to breakfast can bring profound nutritional benefits. "Research shows that children who eat breakfast have more energy, focus, better memory and attention span, thus helping children to perform at school. A good education is crucial to unlocking your child's potential. Eating breakfast regularly has also been linked to improved school attendance when compared to children who skip breakfast."
Kellogg's Company and its foundation, the Kellogg's Corporate Citizenship Fund, have pledged to provide a billion servings of breakfast and snacks to children and families who need it most by 2016 through this global initiative.
