|FOR IMMEDIATE RELEASE|
|Date:||April 5, 2010|
|Contact:||Russell Hornbeck, NPCA Associate Director of Corporate and Foundation Relations, 202-420-8168|
Kenny Chesney Joins Nature Valley(R) to Support NPCA's Work to Protect Our National Parks
Ticket Sales to "Kenny Chesney: Summer in 3D" Movie will Benefit the National Parks Conservation Association
Minneapolis, Minn. -- Today, Nature Valley® announces a partnership with Kenny Chesney, four-time consecutive Academy of Country Music and four-time Country Music Association Entertainer of the Year, to raise up to $500,000 for the National Parks Conservation Association (NPCA) to support the organization’s work to help preserve America's national parks. The partnership is through the Nature Valley National Parks Project, a new program that will specifically aid NPCA’s work at the Grand Canyon, Yellowstone and Biscayne National Parks.
"To me, there's nothing better than being outside, enjoying the parks, the lakes and the oceans – and that's what makes protecting our national parks so important," said Kenny Chesney. "Teaming up with Nature Valley to raise awareness and funds is a great way to make sure the public realizes how special these parks are and that they can have a hand in keeping them available to generations to come."
Restoring Our National Parks
From magnificent landscapes to dazzling seashores, America's national parks are historic treasures that need care and support to help them flourish. Chronic funding shortfalls and climate change are threatening the natural and cultural heritage embodied in our National Park System — not only important for recreational purposes, but for educational opportunities and maintaining healthy ecosystems. Consumers can join Nature Valley and Kenny Chesney in their efforts to help preserve our national parks by visiting PreserveTheParks.com. Initially, there are two ways to get involved:
• Now through May 9, Kenny Chesney fans can purchase tickets to "Kenny Chesney: Summer in 3D" through PreserveTheParks.com. For each of the first 50,000 movie tickets purchased online, Nature Valley and Kenny Chesney will donate $1 to the NPCA. The film opens nationwide April 21.
• Make a direct donation in support of NPCA’s work at this year's restoration projects at PreserveTheParks.com. Visit NPCA.org to learn more about the projects being funded in 2010 and explore our nation's wealth of national parks.
Later in the year, National Parks Project communications and awareness will grow to include:
• A national PSA campaign featuring Kenny Chesney, designed to call attention to the need to support NPCA’s work to preserve our national parks.
• Nature Valley will initiate an on-package promotion to raise awareness for the issue and call consumers to action.
"At Nature Valley, we believe nature is an integral part of our well-being and happiness," said Martin Abrams, Nature Valley marketing manager. "With the support of Kenny Chesney, our new initiative with the National Parks Conservation Association will help ensure our national parks can be enjoyed for years to come."
About Preserve the Parks
In the first year, Nature Valley will contribute up to $500,000 to the NPCA through the National Parks Project, with a guaranteed minimum donation of $250,000. Money raised for the NPCA in 2010 will focus on three preservation projects:
• Reestablishing plant life critical to the Grand Canyon
• Restoring habitat for Yellowstone's wildlife
• Rebuilding Biscayne National Park's damaged coral reefs
"Our national parks embody the American spirit but years of underfunding, pollution and climate change have taken a toll on our national treasures," said Theresa Pierno, executive vice president of the National Parks Conservation Association. "This partnership with Nature Valley is another step toward ensuring our national parks get the care and support they need for the enjoyment of our children and grandchildren in the years to come."
About National Parks Conservation Association
Since 1919, the nonpartisan National Parks Conservation Association has been the leading voice of the American people in protecting and enhancing our National Park System. NPCA, its 325,000 members, and many partners work together to protect the park system and preserve our nation's natural, historical, and cultural heritage for our children and grandchildren.
About Nature Valley®
Nature Valley® created the granola bar category in 1975 and brings great taste to active consumers looking for wholesome snacks. Nature Valley consists of five great-tasting granola bar lines: Crunchy Granola Bars, Chewy Trail Mix Bars, Yogurt Granola Bars, Sweet & Salty Nut Granola Bars and Roasted Nut Crunch Bars. Nature Valley is also the Official Natural Energy Bar of the PGA TOUR, the United States Ski and Snowboarding Association, Nature Valley NASTAR, Association of Volleyball Professionals, Cross Country Ski Areas Association, Vail Resorts, Aspen Resorts, Myrtle Beach Golf Holiday and the Warren Miller Film Tour. In addition, Nature Valley is a sponsor of the Student Conservation Association and the Nature Valley Grand Prix.
About Kenny Chesney
Having sold in excess of one million concert tickets each of the past 8 summers and enjoying 19 #1 hits, Kenny Chesney has become the soundtrack of real people living real lives across the country – headlining a dozen or more NFL stadiums each year. Raised in a small town in East Tennessee, the high energy performer has sold 27 million records, including the 6-million certified 2004 CMA Album of the Year When The Sun Goes Down and the introspective Lucky Old Sun, reflecting back his life to a lot of people who value the same basic things he does. While not staging a full-on concert tour in 2010, Chesney will release "Kenny Chesney: Summer in 3-D" on April 21 nationally and is working on an album for fall of 2010.
*Nature Valley® is a registered trademark of General Mills, Inc.