For Immediate Release
May 12, 2009
Contact Information

Pam Becker
General Mills
(763) 764-2470
Lisa Carlson
Exponent PR
(612) 305-6202
Yvette Noel-Schure
Columbia Records
(212) 833-4483
Natalie Jones
The Survivor Foundation
(713) 772-5175


Initiative invites Americans to help Feeding America deliver millions of meals

(BLACK PR WIRE)MINNEAPOLIS (May 12, 2009) General Mills’ Hamburger Helper is partnering with Grammy Award-winning singer, songwriter and actress Beyonce to help Feeding America deliver more than 3.5 million meals to local food banks through the Show Your Helping Hand™ campaign. The effort is being launched in conjunction with Beyonce’s U.S. “I AM…” Tour.

“Through the work I do with my Survivor Foundation, I’ve been committed to helping families get back on their feet in difficult times,” said Beyonce. “That’s why I’m excited to get involved in this effort to help Feeding America deliver more than 3.5 million meals to local food banks. If we all show a helping hand, together we can make a difference in the fight against hunger.”

Fans can support the campaign in three ways: by submitting codes from specially marked boxes of Hamburger Helper online at; by donating non-perishable food items at Beyonce’s “I AM…” Tour concerts in select cities across the U.S.; or by logging on to to donate money.

According to Feeding America, hunger affects one in eight Americans, and the demand on local food banks has grown by more than 30 percent in the past year.

“In the coming months, we expect the need for food to be even greater as children on summer break lose access to school meal programs. And for the rest of this year and beyond, the economy will continue to present serious challenges,” explained Vicki B. Escarra, president and CEO, Feeding America, the nation’s leading domestic hunger-relief charity. “By getting involved in the Show Your Helping Hand™ campaign, Americans can really make a difference in the fight against hunger.”

As experts in the food industry, Hamburger Helper, one of the largest brands in the General Mills portfolio, is proud to initiate such a meaningful hunger relief initiative. The Show Your Helping Hand™ campaign is part of the company’s ongoing commitment to helping Feeding America. As one of Feeding America’s top 10 donors, General Mills contributed $18.1 million in product donations in fiscal year 2008.

“We all have the opportunity to show our helping hands and help fight hunger in America,” said Beth Brady, Vice President at General Mills, the maker of Hamburger Helper. “By partnering with Beyone and Feeding America, we can collectively draw attention and resources to the critical issue of hunger in America.”

To learn more about the Show Your Helping Hand™ campaign and to track campaign donation progress, visit

To learn more about Beyone and her “I AM…” tour, visit

About Hamburger Helper
Hamburger Helper has been a meal favorite for busy families since it was introduced more than three decades ago — providing an easy, delicious, one-skillet solution to the question, “What’s for dinner?” Today, the Helper line has expanded to include more than 40 Helper flavors, including Chicken Helper, Tuna Helper and Asian Style Helper.

About General Mills
General Mills, with annual net sales of $13.4 billion, is a leading global manufacturer and marketer of consumer foods products. Based in Minneapolis, Minn., General Mills’ mission is to innovate to make people’s lives healthier, easier, and richer around the world. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Hagen-Dazs, Nature Valley, Old El Paso and more. It also has more than 100 U.S. consumer brands, more than 30 of which generate annual retail sales in excess of $100 million. General Mills also is a leading supplier of baking and other food products to the foodservice and commercial baking industries.

About the Survivor Foundation
The Survivor Foundation is a 501(c)(3) organization designed to assist persons displaced whose lives have been affected by disasters, natural or otherwise. The Survivor Foundation, a family charity supported by Beyonce, Mathew and Tina Knowles, Kelly Rowland and Solange Knowles, also helps people in need, providing assistance to children and to those suffering from AIDS and homelessness. For more information about the Survivor Foundation, visit For more information about Beyonce, visit