Kellogg Company and Diamond Foods Team Up with Champions for Kids to Help Kids Succeed in School

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Breakfast Food Items at Participating Walmart Stores to be Donated to Local Communities

Did you know that 9.8 million kids – more than ever before – get free or reduced price school breakfast on average each day, but 10.6 million eligible kids go without? Hunger has a huge effect on how a child performs at school. In fact, 9 out of 10 teachers say having a healthy breakfast is key to academic achievement.

To ensure children can eat breakfast and stay focused during school, Champions for Kids has teamed up with Kellogg Company and Diamond Foods for their SIMPLE Giving campaign. Walmart customers can participate in the SIMPLE Giving campaign by purchasing and donating breakfast food items at local, participating Walmart stores beginning April 21 through May 5. All donations go to children in local schools near each participating Walmart store. For a list of participating stores and school districts, go to

“Emerald Nuts is very excited to partner with Walmart and Champions for Kids. It’s important to us to support programs that help improve the communities where our consumers reside and our products are sold,” said Ellie Off, Director of Marketing for Emerald.

“We are thankful for Diamond Foods and Kellogg Company’s support in helping raise awareness of childhood hunger and providing a simple way for shoppers to help children in their own communities,” said Blake Brandes, chief program officer for Champions for Kids. “Through this SIMPLE Giving program, we hope to help 1 million children across America receive the breakfasts they need to be focused and successful in school.”    

Additionally, Champions for Kids will provide $10,000 to the school district who collects the most donations from a single store in each region. This money can go to providing additional breakfast food items and hunger education in the school district. For contest rules and a list of participating school districts and regions, please see


About Champions for Kids
Champions for Kids has served over 1,050,000 children in 50 states since 2004. Through programs like SIMPLE Service and SIMPLE Giving, as well as events like RazorFest and the organization’s Annual Conference, Champions for Kids makes it simple to give kids in local communities the resources they need to thrive. Champions for Kids has donated to 1,812 community organizations to support children’s’ needs and has leveraged 69,000 people for their cause. Additional information about Champions for Kids can be found by visiting

About Kellogg Company
At Kellogg Company, we are driven to enrich and delight the world through foods and brands that matter. With 2013 sales of $14.8 billion and more than 1,600 foods, Kellogg is the world's leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Our brands – Kellogg's®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Mini-Wheats® and more – nourish families so they can flourish and thrive. Through our Breakfasts for Better Days™ initiative, we're providing 1 billion servings of cereal and snacks – more than half of which are breakfasts – to children and families in need around the world by the end of 2016. To learn more about Kellogg, visit or follow us on Twitter @KelloggCompany.

About Diamond Foods
Diamond Foods is an innovative packaged food company focused on building and energizing brands including Kettle® Chips, Emerald® snack nuts, Pop Secret® popcorn, and Diamond of California® nuts. Diamond's products are distributed in a wide range of stores where snacks and culinary nuts are sold. For more information, visit Diamond Foods’ corporate web site:


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Jeff Sweat
Diamond Foods
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Natalie Hite
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