WK Kellogg Co and Kellogg’s Frosted Flakes Mission Tiger have again joined forces with Associated Wholesale Grocers, donating $40,000 through DonorsChoose to support middle school sports, including $10,000 earmarked for Argentine Middle School in Kansas City, Kansas.
The collaboration helps schools invest in new gear, improve athletic facilities and provide fresh uniforms, with the Argentine Middle School donation directly benefiting its physical education and sports programs. The effort reflects the partners’ commitment to youth athletics in the 33 states AWG serves.
“We are thrilled to partner with AWG to bring the excitement of sports to the Kansas City community,” said Michael Browne, VP of grocery at WK Kellogg Co. “At WK Kellogg Co, alongside our iconic mascot Tony the Tiger, we are on a mission to ensure that every child not only has the resources they need but also has the opportunity to play like a tiger.”
“We’re proud to partner with WK Kellogg Co to help strengthen middle school sports programs in the communities where our support centers operate,” said Landon Godley, chair of AWG Cares, AWG’s employee charitable foundation. “Through AWG Cares, we remain committed to creating meaningful impact and collaborations with organizations that share our dedication to youth and community development.”
Since launching in 2019, Mission Tiger has worked with DonorsChoose to create more than 2 million sports and play experiences at more than 3,000 schools nationwide. Shoppers can participate by purchasing Kellogg’s Frosted Flakes and uploading receipts at MissionTiger.com, triggering a $3 donation to DonorsChoose.
Kansas City, Kansas-based AWG is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and 3,500 locations in 33 states, with 2025 consolidated sales of $12.2 billion. Since 2017, AWG Cares has awarded more than 400 grants totaling more than $1 million to charitable organizations nominated by AWG employees.