Editor's note: This story is part of Southwest Michigan Second Wave's On the Ground Battle Creek series.

BATTLE CREEK, MI — Donating to the United Way of South Central Michigan (UWSCMI) on Friday, March 7 will be as easy as snap, crackle, and pop with some honey and oats thrown in.

The second annual fundraiser, known as the Battle Creek Cereal Sale, is a nod to Battle Creek’s long and storied history with the breakfast staple. The event will offer the general public the opportunity to purchase Kellogg’s Rice Krispies®, Post’s Honey Bunches of Oats®, and more products made by the two companies.

“We’re thrilled to help bring the Cereal Sale back to Battle Creek for a second year,” says Tammy Mills, Director of Marketing & Communication, UWSCMI. “This event not only helps families stock up on a household staple but also strengthens our community by giving back. Seeing two of our longtime partners unite in support of United Way and local families is so special.”

Post Consumer Brands and WK Kellogg Co. will offer 10,000 boxes of cereal for sale to raise money to benefit the Battle Creek community.

The Cereal Sale is being held at Full Blast, 35 Hamblin Ave. W., in Battle Creek. Doors open to the public at 4 p.m., and the sale lasts until 6 p.m. Consumers can purchase as many individual boxes as they wish while supplies last, and are encouraged to bring their own bags, according to a press release from UWSCMI.

The Battle Creek Cereal Day in 2024The two companies are donating the most popular cereal brands. Those products will be offered for public sale at $2 per box. All proceeds will go to UWSCMI which works with 23 local partners and 11 regional partners on programs addressing basic needs, financial hardship, and key social issues in the Battle Creek community.

“At United Way, we’re committed to helping families meet their basic needs, and this partnership with WK Kellogg and Post is a perfect example of that work in action,” says Cameo King, Director of Corporate Relations and Annual Giving, UWSCMI. “We’re grateful for their support and excited to connect with the community during the sale.”

During last year’s Cereal Sale, $10,212 was raised for local United Way programs, says Chris Sargent, UWSCMI President and Executive Officer.

The unique collaboration between WK Kellogg and Post — normally business competitors — shows the power of partnership in supporting the community, says Sargeant in the press release.

“These companies and their employees are long-time supporters of United Way’s work in the Battle Creek community. By coming together for the Cereal Sale, their impact on people’s lives is greater than ever,” he says. “We deeply appreciate their compassionate partnership.”
 
This cereal sale is also a special opportunity to come together as a community, says Stacy Flathau, Chief Corporate Affairs Officer at WK Kellogg Co.

“At WK Kellogg Co, we take great pride in supporting our hometown of Battle Creek,” she says. “We’re thrilled to partner once again with Post and United Way to help support local programs that make a difference in people’s lives while sharing our love of cereal and making a meaningful impact.”
 
Employee volunteers from both WK Kellogg Co and Post Consumer Brands will join United Way staff members in running the event.
 
“With our core mission to make lives better by making delicious food available for all, we at Post are very excited to join WK Kellogg and United Way to bring joy to the community through hometown support with such a great cause,” says Todd Person, Site Vice President with Post Consumer Brands. “We love the connection that it brings to our employee volunteers, building that community spirit while making lives better.”