Stonyfield Food Superheroes Campaign Helps Food Lovers Tap Into Their Superpowers
Londonderry NH (June 18, 2012)
–Superman, Wonder Woman, Batman, and the Avengers: there’s a national obsession with super human greatness. Now Americans take their love of superheroes to the supermarket.
Dairy Dynamo Stonyfield, the world’s leading organic yogurt maker, has launched Stonyfield Food Superheroes, a light-hearted and interactive campaign inviting food lovers to transform themselves into Food Superheroes by showing off their powers to support a healthy, sustainable food system through the small actions they take each day. For every Food Superhero profile created, Stonyfield will donate $1 to FoodCorps, a national nonprofit organization that addresses childhood health through food by working directly in schools in limited-resource communities.
In a few fun clicks, visitors to www.iWillKnowMyFood.com can assume a Food Superhero persona with superpowers and names to fit. Kale Crusader or Strawberry Avenger can decide whether she prefers to ‘use food to support the little guy’ or perhaps ‘make healthy food choices in a single bound,’ a few of the choices available. Upload a photo, pop in ‘Shazam’ or ‘Pow’ graphics, and share via social media.
Stonyfield Food Superheroes is part of the year-long Stonyfield ‘Know Your Food’ on-line initiative which taps into people’s desire to know more about the food they eat. Participating and acknowledging the superhero within provides funds to FoodCorps to engage schools in bringing local healthy food into their lunchrooms and their gardens.
"We believe that our FoodCorps service members--who build healthy school food environments in high-obesity, limited-resource communities --are Food Superheroes in their own right. They’re combatting childhood obesity and food insecurity with everyday heroes: the lunch lady, farmer, teacher, and parent," says Debra Eschmeyer, FoodCorps Director of Policy and Partnerships. "The generous donation of up to $50,000 from the Stonyfield Food Superhero campaign will help us place service members into more communities, to teach children about food and nutrition, grow healthy food in school gardens, and help change what's for lunch by connecting farms and schools."
Food Superheroes is the newest chapter in the popular year-long Stonyfield ‘Know Your Food’ campaign, aiming to educate consumers about their food, and the farmers and companies that produce it. Previously, the Great Food Find, an engaging online scavenger hunt, led enthusiasts to nearly a dozen organic and natural food brand websites in search of items from a virtual grocery list. Over a two week period, thousands visited the ‘Know Your Food’ site, showing how hungry consumers are for information about their food.
The Stonyfield ‘Know Your Food’ campaign will run throughout 2012, with new and fresh information, a panel of experts updated frequently, and additional contests and interactive features to come. To stay informed, visit the site often or sign up for updates at www.IWillKnowMyFood.com.
Learn more about Stonyfield and its organic yogurts and dairy products at www.Stonyfield.com and www.Facebook.com/StonyfieldFarm.
About Stonyfield
Stonyfield, celebrating its 29th year, is the world's leading organic yogurt company. Its certified organic yogurt, smoothies, milk, cultured soy, frozen yogurt and ice cream are distributed nationally. The company advocates that healthy food can only come from a healthy planet. Its use of organic ingredients helps keep over 200,000 farm acres free of toxic, persistent pesticides and chemical fertilizers known to contaminate soil, drinking water and food. To help reduce climate change, Stonyfield offsets all of the CO2 emissions generated from its facility energy use. Stonyfield also donates $2 million of its yearly profits to efforts that help protect and restore the Earth. For more information about Stonyfield, its products and initiatives, visit www.stonyfield.com or follow Stonyfield on Twitter @Stonyfield and on Facebook www.facebook.com/StonyfieldFarm.
About FoodCorps
FoodCorps is a nonprofit organization that addresses childhood health by working with schools to create a healthier food environment. FoodCorps places motivated leaders in limited-resource communities for a year of public service where they build and tend school gardens, conduct nutrition education, and facilitate getting high-quality local food into public school cafeterias. For more information on FoodCorps and its initiatives, please visit http://foodcorps.org or follow FoodCorps on Twitter @FoodCorps and on Facebook www.facebook.com/FoodCorps.
