SOUTHEAST MISSOURI FOOD BANK, FEEDING AMERICA, GENERAL MILLS AND "THE BIGGEST LOSER" TEAM UP TO LOSE WEIGHT AND RAISE FUNDS TO FEED THE HUNGRY

POUND FOR POUND CHALLENGE TO HELP EASE HUNGER CRISIS

Southeast Missouri Food Bank has announced a new partnership with Feeding America, General Mills and "The Biggest Loser": The Pound For Pound Challenge. For every pound participating dieters in Southeast Missouri pledge to lose in the New Year, General Mills will donate 10 cents to Southeast Missouri Food Bank, enough to provide one pound of groceries. Funds will be distributed through Feeding America.

Those who wish to participate can visit www.PFPChallenge.com and enter their weight loss goals to join the Challenge. Participants can pledge to lose weight until April 27, 2009.

The Pound for Pound challenge serves two purposes -- it provides a fun, interactive structure for losing weight and helps to raise critically-needed funds for Southeast Missouri Food Bank and more than 200 other food banks throughout the nation that are part of the Feeding America Network.

Demand for emergency assistance at food pantries, soup kitchens and other feeding programs is at an all-time high, as the nation struggles through tough economic times.

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. Statistics from the University of Missouri 2008 Hunger Atlas, a study of hunger for the State, show that over 68,000 people in Southeast Missouri are food insecure.

"We serve more than 25 million Americans every year, and the number of people in need just keeps growing. 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," said Vicki Escarra, President and CEO of Feeding America.

Grocery shoppers can also 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®, Green Giant®, Yoplait Light®, 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. Southeast Missouri Food Bank serves over 140 agencies in the following sixteen counties: Bollinger, Butler, Cape Girardeau, Carter, Dunklin, Madison, Mississippi, New Madrid, Pemiscot, Perry, Reynolds, Ripley, Scott, Ste Genevieve, Stoddard and Wayne.

"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, The Biggest Loser. "Starting January 6, viewers will watch as the show's contestants also commit to their own health, and throughout the season viewers will learn how their own weight loss efforts are helping provide millions of pounds of food for others."

To join the Challenge or contribute directly to Feeding America, visit www.PFPChallenge.com. For more information about Southeast Missouri Food Bank, visit www.semofoodbank.org or call 573-651-0400.