Kansas City, Kan. & Battle Creek, Mich.
A $32,500 contribution through DonorsChoose—including $5,000 earmarked for Turner Middle School in Kansas City, KS—underscores the shared commitment of Mission Tiger and AWG to support youth athletics across the 33 states AWG serves.
Tony the Tiger® and Kellogg’s Frosted Flakes® Mission Tiger® initiative have joined forces with Associated Wholesale Grocers, Inc. (AWG) to make a meaningful impact on middle school sports. Together, they’ve donated $32,500 via DonorsChoose to help schools like Turner Middle School keep students active and engaged through athletics.
Since its launch in 2019, Tony the Tiger and Mission Tiger have been dedicated to expanding access to sports for middle schoolers nationwide. This latest collaboration with AWG brings that mission to life in Kansas City and beyond, helping schools invest in new gear, improve athletic facilities, and provide new uniforms for their teams. The donation to Turner Middle School will directly benefit its physical education and sports programs, giving students more opportunities to move, play, and grow.
“We’re excited to work alongside AWG to bring the energy and joy of sports to middle schools in the 33 states they serve,” said Terri Geraghty, Sr Director of Wholesale at WK Kellogg Co. “With Tony the Tiger leading the charge, Kellogg’s Frosted Flakes is proud to help kids ‘play like tigers’—because we believe every child deserves the chance to unlock their potential, be their best and have fun doing it.”
Bryan Wangsgaard, Chair of AWG Cares, AWG’s employee-led charitable foundation, added, “Partnering with WK Kellogg Co to support middle school sports in our division support center communities is a privilege. The work our team does through AWG Cares is deeply impactful, and we’re proud to amplify that by teaming up with organizations that share our passion for making a difference.”
Since its beginning, Mission Tiger has worked with DonorsChoose to create more than 2 million sports and play experiences for kids—providing equipment, renovating courts, upgrading facilities, and more at over 3,000 schools across the country.
Fans interested in supporting this mission can participate by purchasing Kellogg’s Frosted Flakes and uploading their receipts to MissionTiger.com, sparking a $3 donation* to DonorsChoose. For more information, visit FrostedFlakes.com or MissionTiger.com.
*Kellogg is donating $3 per purchase to DonorsChoose.org with Kellogg’s Frosted Flakes® receipt upload. Min. Donation $250,000 – Max. $500,000. Go to missiontiger.com for instructions. Applies to purchases between 1/1/25 and 12/31/25; must upload within 30 days of purchase. © 2025 WK Kellogg Co
ABOUT WK KELLOGG CO
At WK Kellogg Co, we bring our best to everyone, every day through our trusted foods and brands. Our journey began in 1894, when our founder W.K. Kellogg reimagined the future of food with the creation of Corn Flakes, changing breakfast forever. Our iconic brand portfolio includes Kellogg’s Frosted Flakes®, Rice Krispies®, Froot Loops®, Kashi®, Special K®, Kellogg’s Raisin Bran®, and Bear Naked®. With a presence in the majority of households across North America, our brands play a key role in enhancing the lives of millions of consumers every day, promoting a strong sense of physical, emotional and societal wellbeing. Our beloved brand characters, including Tony the Tiger® and Toucan Sam®, represent our deep connections with the consumers and communities we serve. Through our sustainable business strategy – Feeding HappinessTM – we aim to build healthier and happier futures for families, kids and communities. We are making a positive impact, while creating foods that bring joy and nourishment to consumers. For more information about WK Kellogg Co and Feeding Happiness, visit www.wkkellogg.com.
ABOUT DONORSCHOOSE
DonorsChoose is the leading way to give to public schools. Since 2000, more than 4 million people and partners have contributed $950 million to support 1.6 million teacher requests for classroom resources and experiences. As the most trusted crowdfunding platform for teachers, donors and district administrators alike, DonorsChoose vets each request, ships the funded resources directly to the classroom, and provides thank-you’s and reporting to donors and school leaders. Charity Navigator and GuideStar have awarded DonorsChoose a 501(c)3 nonprofit, their highest ratings for transparency and accountability. For more information, visit donorschoose.org.
ABOUT ASSOCIATED WHOLESALE GROCERS, INC.
Associated Wholesale Grocers, Inc. (AWG) is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and 3,500 locations throughout 33 states from 9 wholesale division support centers. Consolidated sales for AWG in 2024 were $12.1 billion. In addition to its cooperative wholesale operations, the company also operates subsidiary companies that provide certain real estate and supermarket development services, and pharmaceutical products.
ABOUT AWG CARES
AWG Cares is the employee charitable foundation of Associated Wholesale Grocers, Inc. The foundation focuses its efforts on three main areas of charitable work: disaster relief, medical research, and hunger and homeless programs. The foundation also includes an employee relief fund for employees who have experienced financial hardship caused by emergencies such as floods, hurricanes, tornadoes or other natural disasters, fires or explosions, significant medical situations, death of the employee or their family member, or other similar circumstances. Since its inception in 2017, AWG Cares has awarded over 377 grants to charitable organizations nominated by AWG employees, donating more than $1,066,732. For more information, visit https://awginc.com/about-us/awg-cares.
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