Kellogg Canada focusing on childhood hunger

March 6, 2020, Mississauga, Ont. – Kellogg Canada is once again shining a spotlight on the issue of childhood hunger on National Cereal Day which is March 7.

While many families start their weekends ready to take on extracurricular activities with a full tummy, the reality is that 48 per cent of low- to middle-income families in Canada are challenged to provide their children with at least one meal during the weekend, according to a recent Kellogg’s® Better Days Weekend Hunger Survey.

Considering that nearly 30 per cent of these parents rely on breakfast and other food programs during the school year, it’s not surprising that weekends are especially difficult for struggling families, the company said in a press release. In fact, 69 per cent of parents surveyed agree that more support and increased access to school food programs, food banks and even weekend breakfast initiatives can all make a positive difference in filling the meal gap.

“Food insecurity remains a serious issue facing many Canadian families, with one in four children at risk of not eating breakfast, a startling statistic that jumps to one in two children among Indigenous communities,” said Judith Barry, co-founder and director, impact & sustainable solutions, Breakfast Club of Canada (BCC). “This devastating reality deprives children not only of the weekend they deserve, but further reinforces the important role that school food programs play in addressing childhood hunger every day.”

“At Kellogg, we know how important it is to start every day off with a nutritious breakfast, but sadly, thousands of children simply don’t have access to the food or programs they need to reach their potential,” said Tony Chow, president, Kellogg Canada Inc. “And, in a country as prosperous as Canada, it is quite frankly unacceptable. We must do more collectively to help fight childhood hunger in communities in need across Canada.”

Kellogg Canada is donating $150,000 to BCC this National Cereal Day. The funds will help support breakfast programs in Canadian communities in need, including northern and Indigenous communities, to improve access to food. This is in addition to the more than $3 million and 30 million servings of cereal and snacks donated by Kellogg Canada to its national breakfast partners over the years.

It’s all part of the Kellogg’s Better Days global philanthropic platform to create three billion Better Days for people around the world by 2030.

Kellogg Canada and BCC are encouraging Canadians to join the conversation and help fight childhood hunger by sharing a Fight Childhood Hunger video infographic and using the hashtag #BetterDays on social media.

Founded in 1994, BCC is a charitable organization that provides food, funding, equipment, training and support to school breakfast programs across the country. It is present in 1,809 schools from coast to coast, feeding more than 243,500 children every school morning.