Through Kellogg’s Frosted Flakes Mission Tiger, WK Kellogg Co. and Meijer donated $50,000 to Battle Creek Public Schools in Michigan, supporting more than 350 middle school students who play sports.
A check presentation and celebratory event was held at Battle Creek’s Springfield Middle School on April 18, where company representatives from WK Kellogg Co. and Meijer, Tony the Tiger and school district personnel were on hand to make the announcement.
Special guest Donovan Edwards, the National Championship-winning running back from the University of Michigan football team, also joined in the celebration.
The funding is allowing three Battle Creek Public Schools middle schools to secure uniforms, equipment and technology for soccer teams.
“We are so proud to support students and families in our own hometown through Mission Tiger,” said Doug VanDeVelde, chief growth officer at WK Kellogg Co.
“This program has supported so many students and schools throughout the United States, and being able to bring a new soccer program and much-needed equipment to these Battle Creek students and staff is an incredible feeling.”
Since 2019, Tony the Tiger and Kellogg’s Frosted Flakes have embarked on a mission to give more kids access to the benefits of sports with the launch of Mission Tiger, an initiative to help save middle school sports. This marks the second Michigan community to benefit from the program since 2023.
“As we continue to enrich lives in the communities we serve, we are pleased to support Kellogg’s Frosted Flakes Mission Tiger in bringing opportunities for Battle Creek Public Schools,” said Calli Schmid, VP of merchandising at Meijer.
“We are grateful for this opportunity and look forward to supporting future youth programs alongside our community partners.”
Since it began, Mission Tiger has helped more than one million kids across the country by repaving courts, refurbishing sports facilities, providing new training equipment and more. With a Kellogg’s Frosted Flakes purchase and receipt upload on its website, a $3 donation is sparked.
Mission Tiger is one of several programs within WK Kellogg Co.’s sustainable business strategy, Feeding Happiness, where the company aims to build healthier and happier futures for families, kids and communities.
Read more independent store news from The Shelby Report.
