WK Kellogg Co and Meijer Join Forces to Boost Middle School Sports Programs in Detroit

Support for Youth Sports in Detroit

In a commendable effort to nurture the next generation of athletes, WK Kellogg Co and Meijer have recently collaborated to support middle school sports programs in Detroit. This partnership resulted in a substantial donation of $25,000, aimed at bolstering athletic opportunities for students across several local schools.

The funds were allocated through the Kellogg's Frosted Flakes® Mission Tiger initiative, which is designed to provide resources and support to young athletes. The donation was distributed among five schools: Great Oaks Academy, Trillium Academy, Detroit Achievement Academy, Center Line Prep, and the Detroit Lions Academy, with each institution receiving $5,000 dedicated to enhancing their sports programs.

The impact of this donation was celebrated on May 2 at Ford Field, in an event that featured appearances by Tony the Tiger® and Detroit Lions' Running Back Craig Reynolds. This celebration not only highlighted the partnership between Kellogg and Meijer but also showcased the vital role that sports play in the development of middle school students.

Megan Markovich-Kulik, Senior Director of Sales at WK Kellogg Co, emphasized the importance of such initiatives, stating, "At WK Kellogg Co, we believe every child deserves the chance to play like a tiger." This sentiment underscores the company's commitment to investing in the well-being and future of Detroit’s youth.

With support from partners like Meijer, the Mission Tiger program aims to ensure that more children can experience the transformative benefits of participating in sports. Kaylee Schultz, Director of Merchandising at Meijer, reaffirmed this commitment, stating, "This donation reflects our dedication to fostering youth development through sports and education, ensuring that every student has the opportunity to thrive both on and off the field."

Since its inception in 2019, Mission Tiger has formed partnerships with DonorsChoose.org, successfully creating sports and play experiences for nearly 2.3 million middle school students across more than 3,000 schools nationwide. The program is instrumental in leveling the playing field for students who may otherwise face barriers to participation in sports and physical activities.

Stephanie Brazell, a sixth-grade teacher at Trillium Academy, expressed her gratitude for the support from Mission Tiger. She mentioned, "This donation helps our students explore new activities, build confidence, strengthen communication skills, and feel part of a community. Mission Tiger is truly GRRREAT — and go Lions!"

The Mission Tiger initiative is an integral part of WK Kellogg Co's broader sustainable business strategy, Feeding Happiness™, which focuses on fostering healthier and happier futures for families, children, and the communities they inhabit. One unique feature of this program is its innovative funding method: for every box of Kellogg's Frosted Flakes purchased, a $3 donation is triggered when consumers upload their receipt via MissionTiger.com. This creates a sustainable funding stream for school sports programs.

As part of this initiative, WK Kellogg Co acts as a caring and responsible participant in the communities it serves. Their presence in the lives of consumers across North America is all about promoting physical, emotional, and societal well-being. With a portfolio that includes beloved brands such as Rice Krispies®, Froot Loops®, and Special K®, Kellogg has established deep connections with consumers, symbolized through iconic characters like Tony the Tiger.

Meijer, a family-owned retailer operating over 500 locations across the Midwest, has a long-standing tradition of supporting its local communities, committing at least 6% of its profit to community development. By working alongside WK Kellogg Co, Meijer reinforces its dedication to youth and educational opportunities.

The collaboration between WK Kellogg Co and Meijer exemplifies how businesses can come together to make a genuine impact in their communities. By investing in the youth and supporting their physical well-being through sports, they are actively contributing to a healthier and brighter future for the next generation. This initiative not only benefits the schools involved but also lays down a foundation of community engagement that is essential for enhancing the lives of countless children in the Detroit area.

For more information on how to get involved or to learn more about the Mission Tiger program, visit MissionTiger.com.