Bayer and Kroger have teamed up with country music star Luke Bryan and Feeding America to improve access to nutritious food for families in need. Feeding America’s latest data reveals that over 44 million people in the U.S. are food insecure, marking a nearly 30% increase compared to the previous year. Building on the success of the “Take Care, Now” campaign launched in 2023, the partners are committed to raising awareness, educating communities, and facilitating access to nutritious food and essential vitamins and minerals, particularly in underserved rural areas where “hidden hunger” is more prevalent.
Hidden hunger refers to undernutrition where individuals may consume enough calories but lack sufficient vitamins and minerals, such as magnesium, calcium, iron, and vitamins A, D, and C. This form of undernutrition, acknowledged by the CDC, can lead to significant health consequences.
“As a leader in agriculture and self-care, including nutritional supplements, Bayer is uniquely positioned to improve access to essential nutrients holistically. We’re committed to bringing nutritious food, multivitamins, and supplements within physical and financial reach of those who need it most,” said Dave Tomasi, President, Bayer Consumer Health, North America.
With Feeding America’s support, Bayer and Kroger will distribute educational materials through affiliated food banks nationwide to enhance nutrition literacy. These toolkits will include resources on vitamin and mineral education and recipes for simple, nutritious comfort foods prepared with readily available ingredients.
“At Kroger, we are committed to increasing access to fresh, affordable food for more people across the U.S.,” said Jim Kirby, Chief Commercial Officer of Kroger Health. “We know when families have more access to fresh foods, they have better long-term health outcomes. We appreciate everything Bayer and Luke Bryan are doing to raise awareness of this important issue.”
Ohio Governor Mike DeWine, focused on eliminating hunger in Ohio, also supports the initiative. “Ohio is the heart of it all, and that means our state is also the heart of compassion. Teaming up with Luke Bryan, Bayer, Kroger, and Feeding America will go a long way toward making more healthy, nutritious food available to Ohioans in need,” said Governor DeWine.
Bayer has long supported American farmers in providing healthy, nutritious food and is developing fruit and vegetable varieties that taste better, stay fresh longer, are more water-efficient, and grow better in a changing climate. To address widespread nutrition issues, Bayer is working on tomato varieties enhanced with vitamin D3. In support of “Take Care, Now,” Bayer will donate up to 1 million meals, adding to the over 9 million meals donated as part of the #herestothefarmer campaign with Luke Bryan. Bayer will also donate over 100,000 bottles of One A Day® and Flintstones™ Multivitamins and other nutritional supplements to food banks in the U.S.
Kroger plays a pivotal role in providing fresh, affordable food to millions of customers daily across 35 states. The retailer offers telenutrition services, allowing customers to connect with a nutrition expert via video chat for personalized nutrition coaching and education. Recently, Kroger collaborated with the USDA Food and Nutrition Service to enable Electronic Benefit Transfer (EBT) digital acceptance, allowing customers to use EBT payments for purchases through the Kroger app or at Kroger.com for grocery pickup and delivery.
“The fact is, in addition to millions of Americans not knowing where their next meal will come from, many also experience ‘hidden hunger’ and are deficient in key nutrients,” said Charles Blazevich, Senior Manager, Corporate Partnerships for Feeding America. “We’re excited to again work alongside Bayer, Kroger, and Luke Bryan to create awareness and make an impact in this area.”
The “Take Care, Now” campaign aims to reach 200 food banks and over 60,000 partner agencies, food pantries, and meal programs, positively impacting thousands of people across rural America daily. To raise awareness of hidden hunger and promote solutions, the campaign will stop at various events throughout the fall, including the Farm Progress Show in Boone, Iowa, and all six Luke Bryan Farm Tour concerts.
“As someone who grew up in a rural community, I know firsthand the importance of having access to healthy, nutritious food,” said Luke Bryan, five-time Entertainer of the Year. “I couldn’t be more proud to be involved in this initiative with organizations like Bayer, Kroger, and Feeding America
