Bayer and Kroger team up with Luke Bryan and Feeding America to improve nutrition

Their initiatives will particularly be focused in underserved rural areas where hidden hunger is more prevalent

Bayer and Kroger joined forces with country music star Luke Bryan and Feeding America to bring healthy food to more families who need it. According to Feeding America’s latest data, more than 44 million people in the United States are food insecure, including a nearly 30 per cent increase – more than 10 million – compared to the previous year.

Building on the successful launch of the “Take Care, Now” campaign in 2023, the collaborators are announcing their efforts to again raise awareness, educate communities, and facilitate access to nutritious food and vitamins and minerals. Their initiatives will particularly be focused in underserved rural areas where “hidden hunger” is more prevalent.

Hidden hunger is a form of undernutrition where individuals may consume enough calories, but lack sufficient vitamins and minerals. Vitamin and mineral inadequacies such as magnesium, calcium, iron or vitamins A, D, and C, are common in the United States. As nutrition and health are interconnected, this hidden hunger may result in an increased risk of significant health consequences which has been acknowledged by the CDC.