Magazine article Insight on the News

What's Good for GM

Magazine article Insight on the News

What's Good for GM

Article excerpt

Can a breakfast cereal save the Earth? A General Mills health cereal has teamed up with AmeriCorps to target health-conscious, environmentally aware college students.

Sunrise Cereal has allied itself with President Clinton to save the planet. General Mills' high-profile, cornmeal-based breakfast food plans to donate $1, up to a maximum of $100,000, to AmeriCorps' organic-farming and Na-tional Park Service programs for every person who enters a box-top code at the Website www.sunrisecereal.com.

"Now millions of Americans will receive the call to service from the breakfast table," the president said June 27, referring to the photos of three AmeriCorps volunteers on Sunrise Cereal boxes. These volunteers are "getting things done," according to the blurb on the Sunrise box, by teaching organic gardening in Austin, Texas, restoring habitats at Yellowstone National Park and rehabilitating the Appalachian Trail.

Both AmeriCorps and General Mills are targeting the Sunrise Cereal "psychographic": a set of consumers grouped by ideology, instead of age, race, gender or class. The Sunrise psychographic -- the people who drive the booming U.S. organic-foods market -- are highly educated, affluent, altruistic and environmentally sensitive. It seemed a no-brainer to connect that market with AmeriCorps, a $477 million federal program with more than 40,000 volunteers. Clinton's domestic version of the Peace Corps is overseen and funded by the Corporation for National Service, or CNS.

"Sunrise Organics shares a lot of the values AmeriCorps shares -- we want to do good things for the Earth," says General Mills spokesman Tom Johnson. "Organic food isn't just a product, it's a lifestyle. It's a product that demands that you be actively involved. We wanted to help people be actively concerned with their communities. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.