Cereal Box Ad Campaign Salutes Farmers

Cereal Box Ad Campaign Salutes Farmers

Athletes are out, and farmers are in, when it comes to appearing on boxes of HyVee cereal.

Five farm operators from Iowa, Nebraska and South Dakota are getting the chance to meet thousands of their fellow Americans over breakfast this fall.

Farm Credit Services of America (FCSAmerica), an Omaha-based financial services cooperative, has placed advertisements presenting five of its customers on the backs of Hy-Vee brand cereal boxes as part of an advocacy program for American agriculture. The ad campaign kicked off in August and will continue as more Hy-Vee brand cereals move from production to local stores. Hy-Vee, based in West Des Moines, Iowa, operates 237 stores in eight Midwestern states. 

CEREAL CELEBRITIES: Farm Credit Services of America and Hy-Vee have launched a campaign that features Midwest farmers on boxes of Hy-Vee cereals. Iowa farmers profiled are Larry Bortz of Rudd (left) and Seth and Etta Smith of Nemaha (right).

Under the headline "Agriculture Works Here," the ads point out that "nobody beats the American farmer when it comes to producing food" and include a photo of the featured farmer or farm family. There also is a website – agricultureworkshere.com – that features profiles of each family, as well as statistics about American agriculture.

Give a "spoon salute" to raise money for area food banks
"We are encouraging consumers to give a 'spoon salute' to the American Farmer as we honor producers on cereal boxes in the same way others honor sports figures," says Judy Hartlieb, vice president of public relations and marketing for FCSAmerica. "We've set up a hashtag – #SpoonSalute – where people can post their own versions of a spoon salute."

The cooperative will donate $5 to area food banks for every individual or group spoon salute that is published on Twitter or Facebook using the hashtag #SpoonSalute, up to $10,000 total through the end of 2014.

Photos of the farmers or their families are on cereal boxes
The five customers of FCSAmerica and the cereals on which their ads appear include:

• Larry Bortz, Rudd, Iowa: Hy-Vee corn flakes

• Matt and Dusty Duis, Odell, Nebraska: Hy-Vee oat squares

• Brad and Peggy Greenway, Mitchell, South Dakota: Hy-Vee raisin bran

• Rhonda McDonnell, Quinn, South Dakota: Hy-Vee wheat flakes

• Seth and Etta Smith, Nemaha, Iowa: Hy-Vee Tasteeos brand

"As a farmer-owned lender, we want to advocate for agriculture in a unique way and help connect consumers with those responsible for our safe, abundant food supply," Hartlieb adds. "These five families represent the thousands of customer-owners with whom we work. We're proud to call attention to the contributions they make to agriculture and American life."

About Farm Credit Services of America: Farm Credit Services of America is a customer-owned financial cooperative proud to finance the growth of rural America, including the special needs of young and beginning producers. With more than $21 billion in assets, FCSAmerica is one of the region's leading providers of credit and insurance services to farmers, ranchers, agribusiness and rural residents in Iowa, Nebraska, South Dakota and Wyoming. Learn more at www.fcsamerica.com.

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