MINNEAPOLIS, March 7, 2013 /PRNewswire/ -- General Mills, Big Machine Label Group and Feeding America have teamed up for the second year in a row to Outnumber Hunger in a national initiative that helps fight hunger in local communities. New this year, the initiative will kick-off with an Outnumber Hunger Live! concert, complete with a star-studded roster of country artists headlined by The Band Perry, the face of this year's Outnumber Hunger campaign. Outnumber Hunger programs have helped Feeding America secure more than 12 million meals since March 2012.
"One of our favorite things about writing and performing music, other than getting to play for our fans and country music family every night, is that it truly gives us a platform to help others," said Kimberly Perry, lead vocals for The Band Perry. "Last year, we had the opportunity to participate in Outnumber Hunger and our eyes were opened to the problem of hunger in America, which is why we so strongly support this cause and want to take an even bigger role in supporting Outnumber Hunger this year."
According to the USDA, one in six Americans struggles with hunger, making the issue a growing reality in every community. By simply entering codes from specially-marked General Mills products, including Cheerios, Yoplait and Nature Valley, at OutnumberHunger.com, Americans can help Feeding America secure five meals for their local food bank. Consumers should look for specially-marked packages of General Mills products featuring The Band Perry, as well as an Outnumber Hunger code. For every code entered online by March 1, 2014, General Mills will donate $0.65 to Feeding America – enough to secure five meals on behalf of local food banks – up to a maximum total donation of $1,300,000. General Mills has already donated $700,000 and will donate up to an additional $600,000 based on online code entry and other consumer actions.
"As a leading food company, backing the hunger issue just makes sense," said Cheryl Welch, director, Outnumber Hunger at General Mills. "That's why we've worked with Feeding America's network of food banks for more than 30 years and we're glad to give people the chance to help the hunger issue in their own communities through Outnumber Hunger."
The Band Perry, Brantley Gilbert, Justin Moore, Greg Bates, Cassadee Pope and Florida Georgia Line will play a special concert to raise awareness for Outnumber Hunger, Outnumber Hunger Live!, on Friday, April 5 at The Orleans Hotel & Casino in Las Vegas as part of The Academy of Country Music ACM EXPERIENCE, a three-day music event leading up to The 48th Annual Academy of Country Music Awards. Concert attendees will have the opportunity to help Feeding America secure meals through special on-site activities.
Additional Big Machine Label Group artists who are encouraging participation include Multi-Platinum-selling superstar artists Rascal Flatts and Reba, as well as Eli Young Band, The Mavericks, Thomas Rhett, RaeLynn, Ella Mae Bowen and Jackie Lee.
"For the second year in a row, we are proud to come together with our artists, General Mills and Feeding America to help make a difference in local communities," said Scott Borchetta, president and CEO of Big Machine Label Group. "This powerful group of partners is using its collective voice to rally Americans to help the 50 million people across our country who struggle with hunger."
"Our network food banks are innovative leaders and on the front lines in the fight against hunger throughout the nation," said Bob Aiken, president and CEO of Feeding America, the nation's leading domestic hunger-relief organization. "The combined reach that General Mills and Big Machine Label Group artists bring to the public through Outnumber Hunger will help provide support critical to feeding those in need, as we diligently work together to solve hunger in America."
Outnumber Hunger products will be available first at Sam's Club on March 12 and then available wherever General Mills products are sold starting in April.
Twenty General Mills brands will participate. Entering on-pack codes 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.
General Mills is one of the world's leading food companies, operating in more than 100 countries. Its consumer brands include Cheerios, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Progresso and Old El Paso. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2012 net sales of US$16.7 billion. Visit www.generalmills.com.
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, Tim McGraw and Reba; Platinum sensations The Band Perry; legendary group The Mavericks; Breakout Gold-selling artist Brantley Gilbert; Chart-topping acts Eli Young Band, Justin Moore as well as Hot newcomers Edens Edge, Thomas Rhett, Florida Georgia Line, Greg Bates, RaeLynn and Ella Mae Bowen. 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. Billboard named the Big Machine Label Group as the #1 Country label in 2012.