When cereal goes 365 Black, you know the concept of Black-Run America (BRA) is no longer a joke.
Black History. Every Month.
Meet the new marketing campaign for Kellogg.
Kellogg to launch Black History. Every Month. campaign, KAARG Marketplace Committee Chair, KelloggsBlog.com, February 21, 2021
February is Black History Month, and we are proud to have launched Kellogg’s Black History. Every Month. A Call for Food Justice in Black Communities campaign. According to the New York City-based food advocacy group, Just Food, “Food justice is the right to grow, sell, and eat healthy food with dignity.” This campaign will create a unique opportunity for Kellogg employees, brands, consumers, and partners to Honor Black food pioneers of our past, Elevate the modern-day heroes fighting for equitable food systems and Commit to supporting sustainable change.
How Kellogg is getting involved
Brands across our portfolio are supporting these efforts including Special K, Morning Star Farms, Kashi and Eggo. This program will honor the often-overlooked contributions of Black food heroes such as Fredrick McKinley-Jones, the inventor of the refrigerated truck, and Edna Lewis, chef, author, champion, and protector of Black Southern cooking.
To elevate the need for food justice in Black communities, which are often disproportionately impacted by food insecurity due to systemic racism, we’ve partnered with World Food Programme USA, in support of the mission of the United Nations World Food Program and Street Art for Mankind. Through their “Zero Hunger” we’ll support the creation of murals in six cities including New Orleans, Houston, Oakland, Detroit, Washington, DC, and Battle Creek, MI, the hometown of Kellogg. The first mural will appear this month in New Orleans. We invite consumers to share images of the murals through their social media channels to raise awareness using the hashtags #blackhistoryeverymonth #bhem and #cultivatefoodjustice. To further support food justice, Kellogg will make a $10,000 donation to a food justice organization in each city.
Kellogg has long been involved in combatting food insecurity in North America – and across the globe — through its Better Days purpose platform, which has donated 2.4 billion servings of food worldwide and works with community organizations fighting for sustainable change.
For more information on the food justice organizations, we are supporting through our Black History Every Month program, check out the first three of our six community partner organizations below:
New Orleans, Louisiana – Sprout NOLA
SPROUT NOLA works towards a better food system by making farming accessible to everyone, building a community around growing food that bridges the gaps in resources for farmers of all kinds.
Many thanks to our employee resource group, KAARG (Kellogg African American Resource Group), for their partnership and efforts in bringing this opportunity to life.
Oakland, California – Acta Non Verba
Founded and led mainly by women of color from the surrounding neighborhood and larger community, ANV creates a safe and creative outdoor space for children, youth, and families in East Oakland, CA while engaging and strengthening young people’s understanding of nutrition, food production, and healthy living
Houston, Texas – Ivy Leaf Farms
Ivy Leaf Farms is dedicated to neighborhood beautification while creating sustainable healthy food efforts for a food desert community.
Kellogg remains committed to addressing food insecurity and racial inequality through its Better Days commitments. As we honor Black History. Every Month. we will be sharing more original artwork and more partnerships.
Hard to say a people is persecuted by systemic racism, implicit bias, ubiquitous white privilege, and omnipresent bigotry when every Fortune 500 company pays tribute to the cause of Black Lives Matter, with Kellogg going one step further to advance Black History Month from February to encompassing the entire calendar year.
Black-Run America indeed.
