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Quaker Oats and Share Our Strength Announce New Movement to Fight Childhood Hunger
Date:3/9/2009

Philanthropist and Renowned Chef Art Smith Creates Oat-Inspired Menu to Power Americans to Do Good

NEW YORK, March 9 /PRNewswire/ -- In Times Square today, Quaker announces the launch of the Go Project, a new social purpose movement powered by Quaker and the human energy of Americans across the country. Quaker, which energizes people's lives every day with the wholesome goodness of whole-grain oats, is now encouraging Americans to use that energy to fuel it forward for others through donations, grants and volunteer opportunities.

More than 36 million Americans -- including 12.4 million children -- are at risk of hunger. To help combat childhood hunger, the Quaker Go Project is empowering consumers to activate hunger-related volunteerism projects in their own communities by applying for a Go Grant. Consumers can visit www.quakeroats.com/gohumansgo between now and July 31, 2009 and share their ideas for a hunger-related project for the opportunity to receive a $500 grant.*

"For more than 130 years, Quaker Oats has been one of the most trusted and valued brands in America for delivering quality whole-grain oat goodness across our portfolio of products," said Mark Schiller, president of Quaker Oats. "Through the Quaker Go Project, and our ongoing efforts to fight childhood hunger, we can give people the fuel to live their lives to the fullest and to do good in their communities."

In partnership with American families, Quaker will donate up to 1 million servings of products made with whole-grain oats to Share Our Strength, the nation's leading organization working to end childhood hunger in America. Each time a consumer enters a UPC code from any package of Quaker Oats, Quaker Instant Oatmeal, Quaker Oatmeal Squares, Quaker Life cereal or Quaker Chewy granola bars at www.quakeroats.com/gohumansgo through December 31, 2009, Quaker will donate 10 servings of products made with whole-grain oats to families in need, up to 1 million servings.

"More Americans are facing hunger than ever before - and the consequences of poor nutrition can be dire and long-lasting for children," said Pat Nicklin, managing director of Share Our Strength. "Even as we're facing some of the toughest times in our history, the magnitude of what people can do when they commit to helping end childhood hunger is astounding."

Celebrity Chef Art Smith Launches the Quaker Go Project in Times Square

To kick-off the cause-related campaign, the Quaker Go Project is powering people in New York City's Times Square with a free breakfast of hot Quaker Oatmeal with toppings and ginger-pear oat smoothies made using special blender-bikes powered by human energy. Philanthropist and celebrity chef Art Smith, who has cooked for the first family and Oprah Winfrey, is unveiling a special Quaker Oat-inspired "Power Your Potential" menu that gives people the energy they need every day, as well as the power to do good.

"I'm passionate about teaching families how to make real, delicious foods with healthy ingredients like whole-grain oats," said Smith. "Fighting hunger is paramount so that every family has access to the nutritious foods they need to power their potential."

The Times Square event also launches "Go Gatherings," in which Quaker will partner with influential bloggers in 12 cities across the country to bring people together for volunteer events at Share Our Strength-affiliated organizations. The bloggers will share their experiences on their personal blogs and on Twitter to raise awareness and encourage others to join Quaker in their movement to do good.

New Quaker Brand Identity: "Go humans go"

The Quaker Go Project is part of an expansive re-positioning of the Quaker business to meet the needs of the growing number of health-conscious consumers by focusing on the wholesome goodness of the power of its products made with whole-grain oats. The new brand positioning focuses on the whole-grain oat as a super grain that is a source of nutrition which helps to fuel the bodies and minds of humans to be their best. The new identity is being brought to life through a national ad campaign with the tagline "Go humans go," which features the company's iconic "Quaker Man" and introduces a new spirit and tone for Quaker through high impact, fanciful imagery. For more information about the Quaker Go Project, Quaker Go Grants, and the "Go humans go" campaign, or to download Chef Smith's "Power Your Potential" menu, visit www.quakeroats.com/gohumansgo.

*Subject to the Quaker Go Grant Terms and Conditions found at www.quakeroats.com/gohumansgo

About Quaker Oats

The Quaker Oats Company has been a leading, trusted comfort food for more than 130 years, providing the whole-grain goodness of oats in a delicious breakfast across multiple hot and cold varieties from oatmeal to cereals and snack bars such as Quaker Life and Quaker Chewy granola bars. The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world's largest consumer packaged good companies. For more information, please visit www.QuakerOats.com.

About PepsiCo

PepsiCo is one of the world's largest food and beverage companies, with 2008 annual revenues of more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo's commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company's impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. PepsiCo is listed on the Dow Jones Sustainability North America Index and the Dow Jones Sustainability World Index. For more information, please visit www.pepsico.com.

About Share our Strength

Share Our Strength(R) is the leading national organization working to make sure no kid in America grows up hungry. We weave together a net of community groups, activists and food programs to catch children at risk of hunger and ensure they have nutritious food where they live, learn and play. We work with the culinary industry to create engaging, pioneering programs like Share Our Strength's Taste of the Nation(R), Share Our Strength's Great American Bake Sale(R), Share Our Strength's A Tasteful Pursuit(R), Share Our Strength's Great American Dine Out (R), and Share Our Strength's Operation Frontline(R). Visit Strength.org.

    For more information:
    Rachel Greene, Edelman
    Mobile: 312-771-7779 (onsite)
    rachel.greene@edelman.com

    Candace Mueller, Quaker
    Office: 312-821-2709
    candace_mueller@quakeroats.com


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SOURCE Quaker Oats
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