Almost one in five children in South Africa start school every single day without having had any breakfast.
“A hungry child struggles to follow what is going on in the classroom,” explained Soweto Grade 2 teacher Khuziwe Shiba, who teaches at Ikwezi Primary School in Mofolo North, a school that will benefit from the Breakfast for Better Days initiative. “The kids who 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 unable to concentrate and easily lose interest.”
Through its Breakfasts for Better Days™ initiative, Kellogg South Africa is ensuring that children across the country are starting the school day with full stomachs – providing them with a nutritious breakfast that is designed to fuel their bodies and minds for their morning lessons. Thanks to this community driven hunger relief campaign, 26 000 children are starting off their days with full bellies.
I asked a few more questions about why this campaign matters so much, how Kellogg Company is making a difference in South Africa and how the public (you and me) can get involved. This is what they said!
Why is breakfast so important?
Breakfast provides the body and brain with fuel after an overnight fast – that’s where its name originates, breaking the fast! Without breakfast the body is effectively running on empty, it’s like trying to start a car with no petrol!
Those who make time for breakfast also decrease the chances of unhealthy mid-morning snack habits, which in turn could see healthier nutrition choices throughout the remainder of the day.
What schools/areas are a part of the initiative?
Breakfast for better days operates in 43 schools across four provinces
- Kwa-Zulu Natal
- Western Cape
- Eastern Cape
How were these schools/areas picked?
The department of education helps Kellogg select schools based on certain criteria to ensure that the programme is rolled out where it’s needed the most.
What will this initiative change in the long run?
Locally, it’s making a real difference to the lives of 26 000 kids every school day. It’s putting our future leaders in a position where their little bodies and minds are fuelled by ensuring they start each school day with full tummies. This helps them concentrate in class and brings them one step closer to reaching their full potential. It’s also educating parents with limited resources to feed their families balanced nutritional meals and is encouraging children to dream big and reach their dreams. In the long run, we hope the initiative will have a positive impact on the lives of the children exposed to the programme.
Globally, the long-term goal is to provide 3 billion better days by 2025, the company will achieve this through the following:
- Donating food to people in need, including 2.5 billion servings of food in partnerships with hundreds of food banks across five continents;
- Expanding breakfast programs so that 2 million children worldwide can get the best start to their day;
- Supporting 500,000 farmers, their families and communities with Climate Smart Agriculture practices to increase yields, improve climate resiliency and reduce post-harvest food loss and food waste;
- Committing to 45,000 volunteer days by Kellogg employees at their local community food banks, community farms and breakfast programs; and
- Engaging 300 million people to join Kellogg in its hunger relief efforts, through Kellogg commercial promotions, engagement online and social media participation.
What do you think is the next step for this project?
The initiative has served over 13 million breakfasts to children in need. That is over 390 000 kg of cereal and 1 300 000 litres of milk to date. It makes sure that there are 26 000 full tummies every school day across Gauteng, Kwa-Zulu Natal, Western Cape and Eastern Cape since 2014.
The next step for Breakfasts for Better Days is to expand its reach in South Africa and to help fuel the bodies and minds of even more of our future leaders.
How can the public get more involved?
Kellogg’s Breakfast For Better Days would love the public to help them to spread awareness around the issue of hunger in South Africa and why it’s important for the children in our country to eat a balanced nutritional breakfast every day before school.
You could win one of two of these amazing hampers worth R500 by helping us spread the word and create awareness.
To help create awareness around child hunger in South Africa, we’re giving away Breakfasts for Better Days™ product hampers to two lucky Tyranny of Pink readers. Simply follow the steps below for a chance to win a hamper. Ts&Cs apply.
The hamper consists of the following items: Corn flakes, Rice krispies, Coco pops box, Coco pops chocs box, Strawberry porridge, Frosties box, Special K bars, Rice krispies squares, Pringles x3 and Corn flakes mini packs.
To WIN, simply follow the steps below!
1.Share this article on either Facebook or twitterEnter here to win a breakfast hamper with Kellogg Company and Tyranny of Pink Click To Tweet
2.Visit Tyranny of Pink on Facebook and leave a comment on the article “WIN with Kellogg’s Breakfasts for Better Days and Tyranny of Pink”
3. Leave a comment below and tell us what you think of this campaign
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