Big G Backs Stop & Shop Child Wellness Promo

General Mills raised $20,000 for the GENYOUth Foundation, a nonprofit organization dedicated to combating childhood obesity, by sponsoring a promotion at Stop & Shop supermarkets.

The funds will be used by GENYOUth to implement healthy eating and physical activity changes for youth in schools and communities in New England.

“General Mills is committed to creating a healthier future for today’s children,” said Dave Montgomery, sales manager for General Mills. “We believe that increasing opportunities for nutrition and physical activity in schools and in the community can lead to lifelong healthy habits. We are grateful to Stop & Shop for assisting with this promotion and for the hundreds of shoppers who choose to support childhood wellness by participating.”

The promotion was featured using in-store radio and signage displays in New England Stop & Shop stores during the last week of October. When Stop & Shop customers purchased $15 worth of participating General Mills products, they received a free gallon of milk and General Mills contributed $2 to the GENYOUth Foundation.

“Over the past 10 years, we have seen a significant increase in the number of children identified as overweight or obese,” said Lisa Hatch, director of marketing services for the New England Dairy Promotion Board. “If we are to successfully combat childhood obesity, public and private organizations must work together to become part of the solution. We applaud General Mills for their leadership and commitment to improving the health of our nation and encourage other companies to follow their lead and get involved.”

GENYOUth is a public-private partnership with the National Dairy Council and the National Football League committed to increasing physical activity and healthy eating opportunities for students. The flagship program, Fuel Up to Play 60, is the largest health and wellness in-school program across the country.

Owned by Ahold, the Stop & Shop Supermarket Co. operates nearly 400 stores throughout Massachusetts, Connecticut, Rhode Island, New Hampshire, New York and New Jersey.