Bayer, in collaboration with country music star Luke Bryan and Feeding America, has announced the 10th year of their "Take Care, Now" campaign, aiming to address food insecurity and "hidden hunger"—nutrient deficiencies that persist even when caloric needs are met. This initiative builds upon the success of previous years and introduces new components to further support rural communities.
To commemorate this milestone, the campaign will feature food drives at each stop of Luke Bryan's Farm Tour, including locations in Wisconsin, Illinois, and Michigan. Fans attending these events are encouraged to donate non-perishable food items, with the opportunity to win prizes, including VIP ticket upgrades.
Recent research highlights the urgency of the campaign's mission. Nearly 90% of Americans have altered their shopping habits due to rising food prices, with many opting for cheaper brands or purchasing less food. Rural families are disproportionately affected, reporting a 12-point decline in food quality compared to urban communities. Furthermore, a significant portion of the population recognizes the negative impact of nutrient deficiencies on both physical and mental health.
Since the campaign's inception, Bayer has contributed over 10 million meals to those in need. In partnership with One A Day®, Bayer has also provided essential vitamins and minerals to over 3.4 million mothers and children in underserved communities. These efforts are part of Bayer's broader commitment to improving nutrition and health outcomes in rural America.
Learn more here: 10 Years of Supporting Rural America: Bayer and Luke Bryan Team Up with Feeding America® to Tackle Hunger with “Take Care, Now” Campaign