WHIPPANY, N.J., September 15– Bayer today announced a milestone in its Take Care, Now campaign with country superstar and five-time Entertainer of the Year, Luke Bryan, and Feeding America®, the nation’s largest hunger-relief organization. The effort builds on last year’s success to address both food insecurity and “hidden hunger”—nutrient gaps that can impact long-term health even when caloric needs are met.
This year’s activation also includes a new component to mark the 10th year of the partnership between Bayer and Luke Bryan – organizing food drives at each Farm Tour location to support America’s farming communities and fight hunger nationwide through the Take Care, Now campaign. The campaign includes a social media initiative, #HeresToTheFarmer that celebrates the vital role farmers play in feeding the nation and encourages fans to give back to rural communities by supporting local food banks. For every share of the hashtag, Bayer will donate up to 1 million meals to families in need through Feeding America.
New research1 underscores the urgency:
- Rising food prices are fueling challenges—nearly 9 in 10 Americans have changed shopping habits, including buying less food or switching to cheaper brands.
- Rural families are hit especially hard, with a 12-point decline in food quality reported compared to urban communities.
- 82% of Americans believe that lacking proper nutrients negatively affects their physical health, and 77% see a link to mental health.
- Parents are disproportionately affected: 38% report stress and 34% report anxiety tied to not having enough nutritious food for their children.