Pioneer Foods puts more than money where its mouth is

Pioneer-Foods Pioneer Foods’ award-winning maize brand, White Star will set a record by hosting South Africa’s biggest breakfast on 29 July. Two live events will be hosted in Johannesburg and Durban simultaneously, and the entire country has been challenged to enjoy a bowl of White Star Instant Porridge to participate in this record-breaking attempt.

White Star Brand ambassador and Ukhozi FM presenter, Dudu Khoza, will emcee the event in Umlazi Durban; while Scandal actress, Mapaseka Koetle-Nyokong will entertain crowds at the Soweto event.  There will be spot prizes, gift hampers and entertainment along with live cross-overs to both venues for the enjoyment of all participants at this exciting record attempt.

‘While the White Star event is a fun challenge, the campaign is underpinned by the fact that there are millions of people in our country who suffer from hunger daily,’ explains Nico Moloto, executive for sustainability and corporate affairs at Pioneer Foods. ‘As one of South Africa’s biggest food producers and the leader in the breakfast cereals category, we have a deep responsibility to use our capacity and resources to help feed our nation.’

As a part of the #SABiggestBreakfast, White Star has committed to match every bowl of White Star Instant Porridge enjoyed on the day, with a donation of a one-kilogram pack of the same, to its affiliated charities. This is in line with one of Pioneer Foods’ flagship corporate social responsibility projects, the schools breakfast nutrition programme, which the group launched in 2015. 

Moloto highlights the importance the group places on the welfare and health of our country’s children. ‘Our breakfast nutrition programme currently provides a healthy start to each day, for more than 26 000 disadvantaged children in 30 schools throughout the Western Cape, Northern Cape, Limpopo, North West, Kwa-Zulu Natal and the Free State provinces. This ensures pupils have at least one wholesome meal a day and can concentrate on their schoolwork.

‘I hope that the #SABiggestBreakfast draws attention to the task of ensuring food security for the youth in our country,’ says Moloto. ‘We are delighted that White Star, which is the biggest maize brand in South Africa, is joining the drive to address the reality that there are millions of South Africans who suffer from malnutrition and debilitating hunger every day.’

One of the schools participating in #SABiggestBreakfast is also a beneficiary of the on-going Pioneer Foods’ nutrition programme. ‘Most of our learners don’t have breakfast before coming to school and many of them used to feel sick and weak every morning,’ says Nonhlanhla Chonco, school principal of Nichols Junior Primary in Kwa-Zulu Natal. ‘When Pioneer Foods came on board with its school’s breakfast programme, the whole community was so excited and thankful to the company for this contribution. Learners’ attendance has improved drastically – they just love to be at school and even arrive early now. Every morning they are so excited when eating their breakfast.’

The importance Pioneer Foods places on contributing to South Africa’s food security is in keeping with the Group’s commitment to shared value. ‘Our strategy is to drive competitiveness, while also enhancing the economic and social conditions in the communities in which we operate. 

‘The Schools Breakfast Nutrition Programme is more than just about providing breakfast, we are nourishing lives and empowering these children to fully utilise the education they are receiving to secure their own food for the future,’ Moloto concludes.



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