Organic yogurt maker will donate $50,000 to FoodCorps when people “Superhero themselves” on interactive ‘Know Your Food’ site

Londonderry NH (Jun 18, 2012) –Superman, Wonder Woman, Batman, and the Avengers: there’s a national obsession with super human greatness. Now Americans take their love of superheroes to the supermarket.

Dairy Dynamo Stonyfield, the world’s leading organic yogurt maker, has launched Stonyfield Food Superheroes, a light-hearted and interactive campaign inviting food lovers to transform themselves into Food Superheroes by showing off their powers to support a healthy, sustainable food system through the small actions they take each day. For every Food Superhero profile created, Stonyfield will donate $1 to FoodCorps, a national nonprofit organization that addresses childhood health through food by working directly in schools in limited-resource communities.

In a few fun clicks, visitors to www.iWillKnowMyFood.com can assume a Food Superhero persona with superpowers and names to fit. Kale Crusader or Strawberry Avenger can decide whether she prefers to ‘use food to support the little guy’ or perhaps ‘make healthy food choices in a single bound’, a few of the choices available. Upload a photo, pop in ‘Shazam’ or ‘Pow” graphics, and share via social media.

Stonyfield Food Superheroes is part of the year-long Stonyfield ‘Know Your Food’ on-line initiative which taps into peoples’ desire to know more about the food they eat.  Participating and acknowledging the superhero within provides funds to FoodCorps to engage schools in bringing local healthy food into their lunchrooms and their gardens.

“We believe that our FoodCorps service members–who build healthy school food environments in high-obesity, limited-resource communities –are Food Superheroes in their own right. They’re combatting childhood obesity and food insecurity with everyday heroes: the lunch lady, farmer, teacher, and parent,” says Debra Eschmeyer, FoodCorps Director of Policy and Partnerships. “The generous donation of up to $50,000 from the Stonyfield Food Superhero campaign will help us place service members into more communities, to teach children about food and nutrition, grow healthy food in school gardens, and help change what’s for lunch by connecting farms and schools.”

Food Superheroes is the newest chapter in the popular year-long Stonyfield ‘Know Your Food’ campaign, aiming to educate consumers about their food, and the farmers and companies that produce it.  Previously, the Great Food Find, an engaging online scavenger hunt, led enthusiasts to nearly a dozen organic and natural food brand websites in search of items from a virtual grocery list. Over a two week period, thousands visited the ‘Know Your Food’ site, showing how hungry consumers are for information about their food.

The Stonyfield ‘Know Your Food’ campaign will run throughout 2012, with new and fresh information, a panel of experts updated frequently, and additional contests and interactive features to come. To stay informed, visit the site often or sign up for updates at www.IWillKnowMyFood.com.
Learn more about Stonyfield and its organic yogurts and dairy products at www.Stonyfield.com and www.Facebook.com/StonyfieldFarm.

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