Innovative Kids' Magazine Gets Major Boost from New Balance Foundation

BOSTON, Dec. 7, 2010 /PRNewswire/ -- ChopChop, the fun cooking magazine for kids and families announced today that Boston-based New Balance Foundation will grant $1.1 million over three years to expand their ability to inspire and educate kids ages 5-12 on the topic of cooking and nutritional literacy.  The grant is part of New Balance Foundation's long-term commitment to childhood obesity prevention and will enable more kids nationwide to receive the nonprofit magazine that offers nutritious recipes, fun food trivia and engages kids in cooking to empower them to take charge of their health.

"We're thrilled that the New Balance Foundation has teamed up with us as our lead partner," said Sally Sampson, ChopChop Founder and cookbook author of more than 20 titles.  "Everyone has to get involved in solving the problem of childhood obesity.  New Balance's generous commitment will allow us to print and distribute more copies of ChopChop to more children nationwide, regardless of their ability to pay."

New Balance Foundation's involvement has also prompted ChopChop to incorporate fitness-themed content into the pages of the magazine.  A Play column, inspiring kids to participate in fun activities and "sports recipes" for athletes will become regular features as well as a new Fitness section on the magazine's website in 2011 at www.ChopChopmag.com.

"New Balance's partnership with ChopChop complements the investments we've made toward the prevention of childhood obesity and is an innovative tool for bringing a healthy message to a broader national audience of parents and kids," said Anne Davis, Managing Trustee, New Balance Foundation.

Key background highlights regarding ChopChop and New Balance Foundation:

• Explosive growth: After only two issues, ChopChop's demand by physicians, governments, school systems, hospitals and other institutions has soared to 500,000 copies.  The glossy high-quality color magazine is currently distributed nationally through 1,000 pediatricians, children's hospitals, and youth-based community organizations, as well as to schools, after school programs, farmers' markets, and grocery stores.  New Balance Foundation will also distribute the magazine through their partnership with Girls on the Run and organizations such as Boys & Girls Clubs as well as through New Balance Stores nationwide.
• Powerful endorsements: First Lady Michelle Obama was so taken by ChopChop's mission, she agreed to supply a recipe for the winter issue (available Dec 1).  The First Lady is also interviewed in the winter issue.  The American Academy of Pediatrics (AAP) also recently endorsed the magazine and has helped to assure that all recipes meet the most rigorous standards.
• Prestigious advisors. The ChopChop Advisory Board is comprised of leading figures from healthcare, nutrition and childhood education.  These include Walter Willett, MD, MPH, Chair, Department of Nutrition, Harvard School of Public Health; Vivien Morris, MS, RD, MPH, Director of Community Initiatives, Nutrition and Fitness for Life Program, Boston Medical Center; David Ludwig, MD, MPH, Founding Director, Optimal Weight for Life program, Children's Hospital Boston and best selling cookbook author Mollie Katzen.  Christine Madigan, VP of Responsible Leadership, will represent New Balance as ChopChop's newest board member. There is also a Kid's Advisory Board.
• The New Balance Foundation's primary objective is to promote healthy lifestyles for children and families with the majority of its grant funding focused on the prevention of childhood obesity.  The Foundation recognizes that childhood obesity is a growing epidemic with the percentage of children who are obese doubling and the percentage of obese adults tripling in the past 30 years. Today, nearly one third of all children in America are obese or overweight. In 2009, The New Balance Foundation granted more than $6 million to combat childhood obesity and promote healthy lifestyles.

About The New Balance Foundation

Established in 1981, the New Balance Foundation has served a deeply held mission: to support charitable organizations whose humanitarian efforts work for the betterment of our children and communities.  The heart of our focus is the prevention of childhood obesity.

About ChopChop

ChopChop, The Fun Cooking Magazine for Families is a nonprofit, quarterly food magazine for kids aged 5-12 and their families. ChopChop's mission is to educate kids to cook and be nutritionally literate, empower them to actively participate as health partners with their families.  Aimed at reaching every child in America, Chop Chop's longer-term vision is to reverse and prevent childhood obesity. ChopChop is distributed to pediatricians, hospitals, school systems, governments, youth organizations, and businesses that encourage healthy eating and wellness habits.  The magazine has received endorsement by the American Academy of Pediatrics and is published by Kid2Kid, Inc, a 501(c)(3).

SOURCE New Balance Foundation