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Kellogg launches the wellness manifesto

Actions in collaboration with Banco Alimentare and the Italian Red Cross

The new wellness manifesto launched in recent days by Kellogg at a European level is a story that highlights how social commitment, environmental and nutritional benefits go hand in hand. "A holistic vision of well-being that concerns individuals, communities and the planet, reducing, for example, the sugar in their products; decreasing the environmental impact by eliminating air in packaging and rationalizing logistics; and aiming for a decrease of 50% of organic waste, including food waste, in production sites with more food available to the most disadvantaged categories", says a press release.

Kellogg wants to feed 33 million people in Europe by 2030. Italy, for its part, from 2015 to 2020 gave food to about 1.5 million people, with a 2030 target of just over 2 million and 600 thousand people. This means having reached 54% of the target 33% of the time. The collaboration with CRI starts from afar: in 2016 the first donation took place and in 2017 the Breakfast Club was launched, a program to allow children and young people with difficult situations to have breakfast directly at school, promoting social relations and nutritional balance. With the pandemic, the collaboration has further deepened: in less than a year, to deal with the health emergency, Kellogg donated 300,000 euros.

"Globally 149 million children suffer from stunted growth, 50 million are wasted and another 40 million children under the age of 5 are overweight or obese. All this exposes them to the risks of limited brain development, poor school learning, insufficient immune defenses, increased vulnerability to infections and, in some cases, a lethal outcome. Red Cross and Kellogg share the importance of healthy nutrition as the basis for developing and maintaining good health. together with the Breakfast Club program, which has the dual objective of educating children in the regular consumption of breakfast and attention to a healthy diet, and to support families with socio-economic discomfort", said the national technical delegate for health of the Cri Riccardo Giudici.

Kellogg, in fact, aims to decrease the food waste deriving from its value chain by 2030. The company donates its production surpluses to Banco Alimentare, good food, which would otherwise be lost, and which is instead put back into circulation and becomes a resource for many people supported by the charitable structures affiliated with Banco Alimentare: since 2011 over 760 tons of food have been provided and over 200 thousand euros donated. Finally, since 2014 there have been over 450 hours of volunteer work dedicated to the company's partners. "These are different projects, to be interpreted not as single random actions but as islands of the same archipelago, pieces of a puzzle that must fit together and which have value precisely for their integration within a vision that aims at a production increasingly sustainable as expressed in our Wellbeing Manifesto”, declared Giuseppe Riccardi, general manager of Kellogg Italia. “In fact, we are pursuing a development model that aims at the more equitable use of resources, preserving the biosphere and aiming for a 360-degree well-being”.

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EFA News - European Food Agency
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