Kellogg's cereals to give African kids' future a jumpstart

Don't go by the sugared breakfast cereal's name "Frosties' or snow-covered ” they are everything but icy. The warmth of the cereal giant's humaneness is a different story altogether. It has the power to melt even the staunchest icy glaciers ” making Kellogg's sugar coated cereal even sweeter dipped in the wealth of their loving care and concern for the underprivileged and unfortunate.

In a bid to develop sustainable agriculture projects to provide food for the underprivileged African communities in Malawi and Kenya, Kellogg's and Seeds for Africa, a charitable organisation, have joined hands for a 3-month tie-in from April ' June. Under the initiative the company will donate 25 million packs of its cornflakes, Crunchy Nut Cornflakes and Frosties which Seeds for Africa will use to develop a new project in Tigania, an arid region which is debilitated by unreliable rains. There, the cereal giant in collaboration of the charity will help farmers with water tank for solving their age-old irrigation problems as well as hand over special fertilizers to make their crops yield bountiful returns.

"The project will make food more plentiful, diets will improve and we will be able to change the lives of many families," said Margaret Ikiara, coordinator of the charity's projects in East Kenya. The charity will also advice the local people on water management, land preparation and other important basic knowledge to arm them with the requisite skills to produce nutritious food that is sustainable and assures them a secured future.

The whole idea behind the charity is Kellogg's happiness in being able to make a big difference in so many lives ” fulfilling its primary corporate objective to promote healthy, active lifestyles in the globe. Someday India's poor kids can also hope to benefit from such warm endeavours¦