Second Harvest Heartland, Feeding America, General Mills, and ‘The Biggest Loser’ Team to Help Community Lose Weight and Raise Funds to Feed the Hungry

SAINT PAUL, Minn., Dec. 29 /PRNewswire/ — Second Harvest Heartland, the
Upper Midwest’s largest hunger relief organization, today announced a new
partnership with Feeding America, General Mills and NBC’s “The Biggest Loser.”
Through the Pound For Pound Challenge, for every pound participating dieters
in Minnesota and western Wisconsin pledge to lose in the new year, General
Mills will donate 10 cents to Second Harvest Heartland — enough to provide
one pound of groceries to someone in need. Funds will be distributed through
Feeding America.

The Pound For Pound Challenge serves two purposes — it provides a fun,
interactive structure for losing weight, and it helps to raise critically
needed funds for Second Harvest Heartland and more than 200 other food banks
throughout the nation that are part of the Feeding America network.

The timing of the Challenge coincides with increasing demand for emergency
assistance at food pantries, soup kitchens and other feeding programs as the
nation struggles through tough economic times. In fact, according to the USDA,
more than 36 million Americans live in “food insecure households” — meaning
that they do not always know where they will find their next meal. One in 10
Minnesotans struggles to put on their tables.

“We serve more than 25 million Americans every year, and the number of
people in need just keeps growing,” said Vicki Escarra, president and CEO of
Feeding America. “We work with many generous donors who give us substantial
food and funds to do our work, and we are especially pleased that General
Mills and ‘The Biggest Loser’ have come up with such an innovative way to help
us raise more funds and, just as importantly, raise awareness of the
pervasiveness of hunger in our nation.”

“We are delighted to be a part of The Pound For Pound Challenge,” said Rob
Zeaske, executive director of Second Harvest Heartland. “A program that lets
the community help others while helping themselves is truly a win-win for
everyone involved.”

In addition to the weight loss challenge, grocery shoppers also can look
for Pound For Pound seals on specially-marked General Mills products. For each
seal mailed in, General Mills will also donate 10 cents to Feeding America.
General Mills brands carrying the seal include Cheerios(R), Green Giant(R),
Yoplait Light(R), and many others.

Seals will appear on select products for a limited time only. Between the
donations for weight loss pledges and product seals, General Mills will
contribute up to $775,000 to Feeding America during the Pound For Pound
Challenge. Feeding America will distribute the funds to local food banks based
on the zip codes of consumers who participate in the program, so the areas of
the United States that participate most actively in the Pound For Pound
Challenge stand to benefit most from the donations.

“General Mills has a long-standing commitment to nutrition and wellness,
and we’re thrilled to support a cause that will not only provide hunger relief
but also encourage Americans to get healthier,” said John Haugen, vice
president, Health and Wellness at General Mills. “By joining the Challenge,
Americans are helping themselves while helping the one in eight Americans who
struggle with hunger.”

The Pound For Pound Challenge starts in January with the launch of season
seven of “The Biggest Loser” and lasts until the season concludes in May.
Viewers will get updates on the Pound For Pound Challenge throughout the
show’s season.

“Our show inspires so many people to commit to a healthier lifestyle, and
we’re excited that motivation will help secure millions of pounds of groceries
for local food banks,” said Bob Harper, trainer with “The Biggest Loser.”

Those who wish to participate in the Pound For Pound Challenge can visit
http://www.PFPChallenge.com and enter their weight loss goals. Participants
can pledge to lose weight from now through April 27, 2009.

About Second Harvest Heartland

Second Harvest Heartland is the Upper Midwest’s largest hunger-relief
organization, with a mission of ending hunger through community partnerships.
41 million pounds of grocery products were distributed last year to hungry
seniors, families and children through more than 1,000 non-profit member
agencies and programs, including food shelves, soup kitchens, shelters, senior
centers, faith-based organizations, and children’s after-school programs
serving 59 counties in Minnesota and western Wisconsin. For each $1 donated,
Second Harvest Heartland can distribute more than $9 worth of grocery products
for those in need. For further information, visit http://www.2harvest.org or
call 651.484.5117.

About Feeding America

Feeding America provides low-income individuals and families with the fuel
to survive and even thrive. As the nation’s largest domestic hunger-relief
charity, our network members supply food to more than 25 million Americans
each year, including 9 million children and 3 million seniors. Serving the
entire United States, more than 200 member food banks operate 63,000 agencies
that address hunger in all of its forms. For more information on how you can
fight hunger in your community and across the country, visit
http://www.feedingamerica.org.

About General Mills

One of the world’s leading food companies, General Mills operates in over
100 countries and markets more than 100 consumer brands, including Cheerios,
Haagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El
Paso, Progresso, Cascadian Farm, Muir Glen, and more. Headquartered in
Minneapolis, Minnesota, U.S.A., General Mills had FY2008 global net sales of
US$ 14.9 billion, including the company’s $1.2 billion proportionate share of
joint venture net sales.

About “The Biggest Loser”

The first reality series where everybody “loses,” “The Biggest Loser”
challenges and encourages overweight contestants to shed pounds in a safe and
recommended manner through comprehensive diet and exercise as they compete for
a grand prize of $250,000. Hosted by Alison Sweeney (Days of our Lives), the
series provides the contestants with challenges, temptations, weigh-ins, and
eliminations until the final contestant remains to claim the title of “the
biggest loser.” Each team works out under the supervision of professional
trainers Jillian Michaels and Bob Harper. “The Biggest Loser” is a production
of Reveille LLC, 25/7 Productions and 3 Ball Productions.

“The Biggest Loser” series has become a worldwide hit airing in over 90
countries and produced in 25 countries. Since its debut in 2004, “The Biggest
Loser” has also grown to become a standalone health and lifestyle brand by
developing tools and products inspired by the show and approved by our doctors
and experts. Anchored by its online diet and exercise subscription-based
extension of the show, Biggestloserclub.com, The Biggest Loser Meal Plan, The
New York Times best-selling books series, best-selling fitness DVD series,
line of appliances, fitness equipment, protein supplements, and countless
other health and lifestyle based products, “The Biggest Loser” consumer
products program has generated over $50 million in spending with presence at
more than 25,000 major retailers to date. Check out
http://www.biggestloser.com for more information.

SOURCE Second Harvest Heartland