General Mills, Inc. Launches One-Of-A-Kind Grassroots Health and Nutrition Initiative Designed to Help Hispanic Families Eat Better
Posted on: Thursday, 30 October 2008, 12:01 CDT
MINNEAPOLIS, Oct. 30 /PRNewswire/ -- General Mills, Inc. (GMI), today announced the launch of a unique, three-year, grassroots program especially developed to encourage Hispanic families and children to share tasty, healthy and nutritious food as part of their daily routine. Called Mente Sana en Cuerpo Sano (Sound Body, Sound Mind), it involves a 10-session curriculum created by The Bell Institute of Health and Nutrition.
The community-relations initiative was developed in conjunction with the Boston-based Latino Nutrition Coalition, part of Oldways, and General Mills' Bell Institute of Health and Nutrition. It is being spearheaded by the company's Hispanic marketing platform, Que Rica Vida. Together, they have created practical, culturally-relevant materials in Spanish and English, designed to show Hispanics how to combine the best of their healthy food traditions with the realities of modern American life. The program will be launched this month by 14 community-based organizations (CBOs) throughout Chicago, Houston, Los Angeles and Northern California.
"As far as we're aware, Mente Sana en Cuerpo Sano is a one-of-a-kind, comprehensive Health and Nutrition program especially tailored for the Latino community," noted General Mills' Community Relations Manager, Kimberley Bow Sundy. "We are thrilled to be partnering with numerous CBOs, most of which are affiliated to the National Council of La Raza, which General Mills has been supporting over the past 25-years."
Last month, the Mente Sana en Cuerpo Sano partner CBO representatives were invited to an all-expense paid Train the Trainer session at GMI's corporate headquarters in Minneapolis, where they were taught the program fundamentals over a three-day period; they in turn, will implement the initiative in their respective communities, with the aim of reaching 10,000 individuals in the first year of the program's three-year initiative.
The Mente Sana en Cuerpo Sano program has been developed as a 10-session course, each of which presents either 30-minute or 60-minute curriculum options for instructors. The lessons include sessions called: How to Be a Better Grocery Shopper; Get Heart Healthy; The Skinny on Breakfast; and, Feeling Good Inside and Out - Digestive Health. As a part of the curriculum, participants will additionally receive copies of The Traditional Healthy Latin American Pyramid and Camino Magico booklets, which are distributed by the LNC.
"General Mills' Nourishing Lives initiative has favorably impacted the lives of thousands of consumers; we're also delighted to be breaking new ground on that front with the Latino community, which currently faces numerous health challenges as a direct consequence of their eating habits," said GMI Multicultural Marketing Director Rudy Rodriguez. "At General Mills, we're committed to developing this Latino targeted program as a best practice initiative, and to empowering the Hispanic community with valuable and practical information to positively affect the daily lives of their families; this is a natural extension of our Que Rica Vida mission."
The MSCS program additionally features a series of healthy and nutritious recipes especially developed by General Mills Executive Chef and Senior Test Kitchen Expert Adriana Amione, who is also the founder of the Hispanic Kitchen within General Mills' iconic Betty Crocker Kitchens, and its Latin face since 2004.
About Que Rica Vida
Now in its third year, the Que Rica Vida initiative is an important resource designed to provide Latina moms with culturally relevant lifestyle information and expert advice on Education, Holiday Occasions, Health & Wellness and Family - issues of great importance to Hispanic families in America. The program was developed by General Mills to help the Hispanic mother succeed in creating a healthier, easier, richer life for her and her family. The cornerstone of the Que Rica Vida initiative is its free quarterly lifestyle magazine and website of the same name, http://www.quericavida.com/
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.
Hispania Public Relations, Inc.
CONTACT: Marta Lopez-Miro, Hispania Public Relations, +1-305-271-5680ext. 24
Web site: http://www.hispaniapublicrelations.com/http://www.quericavida.com/http://www.generalmills.com/
Source: PRNewswire
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