Josh Holloway Joins Nature Valley® and the National Parks Conservation Association to Protect National Parks

Date:   April 14, 2011
Contact:   Lisa Tomassen, General Mills, (763) 293-2761 or
Jessica Anselmi, Cone, (617) 939-8318 or
Shannon Andrea, NPCA, (202) 454-3371 or

Josh Holloway Joins Nature Valley® and the National Parks Conservation Association to Protect National Parks

Park Visits Encouraged During National Parks Week (April 16-24) When Admission is Free

MINNEAPOLIS (April 14, 2011) To kick-off National Parks Week, Nature Valley® is announcing its continued commitment to the National Parks Project and a partnership with actor Josh Holloway, known for his role as James “Sawyer” Ford in the hit ABC drama “Lost.” The National Parks Project, launched by Nature Valley in April 2010, supports the National Parks Conservation Association (NPCA) and will contribute up to $500,000 in 2011 to support its work to preserve America’s national parks.

“There’s nothing I love more than being outside and exploring the incredible beauty of our national parks,” said Holloway. “However, the parks are facing huge challenges and that’s why I’m excited to be partnering with Nature Valley to help raise awareness and funds for the preservation of our national parks.”

Restoring Our Parks
There are few places in our country that provide as much beauty and wonder as our national parks, and preserving them for future generations is not an easy task – years of underfunding and natural threats challenge the parks on a daily basis. The national parks are not only important for preserving America’s heritage, but also for maintaining healthy ecosystems.

Consumers can join Nature Valley and NPCA in helping to raise awareness for and appreciation of our national parks by getting outside and enjoying these historical sites during National Parks Week, April 16-24, 2011, when admission is free. To become involved in the National Parks Project, consumers can:

• Visit to learn more about the project and for information about donating to NPCA.
• Share their national parks photos and stories on the Nature Valley Facebook page and view videos of Josh Holloway sharing his favorite national parks memories.

“At Nature Valley, we believe that our national parks help unite Americans with their love for nature and the outdoors – and we often need to be reminded to slow down and take it all in,” said Scott Baldwin, marketing manager for Nature Valley. “With the support of Josh Holloway, consumers and the NPCA, the National Parks Project will help ensure our national parks can be enjoyed for years to come.”

The National Parks Project
In 2011, Nature Valley will contribute up to $500,000 to the NPCA through the National Parks Project. Nature Valley is making a $400,000 flat donation to the NPCA and will donate up to $100,000 more when consumers enter their UPCs from specially-marked packages online, beginning in June 2011 and ending October 31, 2011. To learn more visit 

Funds raised in 2011 will focus on various projects that will help preservation efforts in support of the following parks:

• Joshua Tree National Park
• Acadia National Park
• Biscayne National Park
• Grand Teton National Park
• Great Smoky Mountains National Park
• Yellowstone National Park

“There are numerous challenges facing our national parks – ranging from underfunding and inappropriate development to climate change – and we must ensure America’s heritage is protected and preserved for our children and grandchildren to enjoy,” said Tom Kiernan, president of the National Parks Conservation Association. “As we approach the centennial of our national parks, our work with Nature Valley brings us closer to restoring the parks so they continue to inspire future generations for their second century of service.”

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 600,000 members and supporters, 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. For more information, visit

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 offers seven great-tasting granola snacks: Crunch Granola Bars, Sweet & Salty Nut Granola Bars, Chewy Trail Mix Bars, Granola Thins, Yogurt Granola Bars, Roasted Nut Crunch Bars, and Granola Nut Clusters. Nature Valley is also the Official Natural Granola Bar of the PGA TOUR, Champions Tour and Nationwide Tour, the United States Ski and Snowboarding Association, Nature Valley NASTAR, Cross Country Ski Areas Association, Vail Resorts, Myrtle Beach Golf Holiday. In addition, Nature Valley is a sponsor of the Nature Valley Grand Prix and the National Parks Conservation Association.
About Josh Holloway
Born in the Blue Ridge Mountains of Georgia, Josh Holloway has become one of Hollywood’s most sought-after talents, best known for his role as James “Sawyer” Ford in the hit ABC drama “Lost.” Lost ran for six seasons and was critically acclaimed as one of the top television series of all time and was the recipient of numerous awards and nominations, including: the 2006 Golden Globe Award for “Outstanding Drama Series,” 2005 Emmy Award for “Outstanding Drama Series,” and the 2005 Screen Actors Guild Award for “Outstanding Ensemble in a Drama Series.” This spring, Holloway will be guest starring on NBC’s hit show “Community;” additional TV credits include “NCIS,” “CSI” and “Walker, Texas Ranger.” On the big screen, he will appear in the fourth film in the Mission Impossible series, Mission: Impossible – Ghost Protocol alongside Tom Cruise and Jeremy Renner.

*Nature Valley® is a registered trademark of General Mills.

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