You may have heard about Kelloggs Breakfast for Better Days, for those of you who have not, I thought I would let you know about this great initiative.
At the beginning of 2014, over 12 million learners headed back to school after the long summer break, but started their day on empty stomachs. Nearly one-fifth of South African children are not eating breakfast before going to school. To help address this need, Kellogg’s launched a large-scale Breakfast for Better Days™ Initiative, which will provide five million servings of breakfast to children throughout 2014, with 25 000 school children receiving breakfast every school day.
With one in eight people around the world facing food insecurity each day, Kellogg Company and its foundation, the Kellogg’s Corporate Citizenship fund, have pledged to provide a billion servings of breakfast and snacks to children and families who need it most, through this global initiative.
In South Africa, a breakfast of Kellogg’s cereal and milk will be provided to children in Gauteng, KwaZulu-Natal, Western Cape and Eastern Cape provinces. Partnering with Kellogg’s are FoodBank South Africa, the country’s largest food banking network and Kellogg’s international partner in the global initiative. FoodBank are responsible for distributing the food and Parmalat, are donating the milk required.
We all understand the importance of eating breakfast, especially for a growing child! Studies indicate that breakfast helps children feel more alert and be in a better mood in the morning. The first meal of the day supports concentration in the classroom and helps fuel physical activity on the playing field. Breakfast intake has also been associated with improved memory, test grades and school attendance. Cereal is high in carbohydrates, which are the body and brain’s main source of energy. Research has shown that children who start their day with breakfast tend to have a lower Body Mass Index (BMI) and less chance of being overweight or obese.
“The kids that have breakfast come to school bubbly, loving, smiling and active, and look forward to the day ahead. The ones that don’t have breakfast are gloomy, tired, passive and don’t want to play or participate. They are not able to concentrate and easily lose interest. A hungry child struggles to follow what is going on in the classroom.” ~ Khuziwe Shiba is a Grade 2 teacher at Ikwezi Primary School in Mofolo North, Soweto
To find out more about the Kelloggs Breakfast for Better Days Initiative and help support this wonderful campaign, you can visit the Kelloggs website or the Kellogg’s FaceBook page.