Community Impact

Bayer and Luke Bryan Reunite for Annual #HerestotheFarmer Campaign in Support of Feeding America and Rural Communities

Luke Bryan with DEKALB corn seed

For a second consecutive year, Kroger joins campaign to support access to critical health and nutrition, honor American farmers.


Whippany, NJ – June 28, 2023 – Bayer, one of the country’s largest life-sciences companies, announced today it’s heading back to the farm and renewing its multi-year partnership with five-time entertainer of the year Luke Bryan. They are teaming up for their annual Here’s to the Farmer campaign benefitting Feeding America, with the company joining Bryan on his 2023 Farm Tour as presenting sponsor. Continuing a partnership that began in 2015, this year’s campaign celebrates America’s hard-working farmers for helping provide people in the U.S. and around the world access to critical health and nutrition. 


For a second consecutive year, as part of the #HerestotheFarmer campaign, Kroger will help make access to Bayer’s health products more affordable for customers by offering shoppers in-store savings on Bayer products and host the second annual Farm Tour Sweepstakes. Together, Bayer and Kroger provide customers with fresh, nutritious, affordable food and access to expert, credible healthcare. The campaign brings together both Bayer’s vision of Health for All, Hunger for None and Kroger’s mission to create communities free from hunger and waste through their Zero Hunger | Zero Waste impact plan.  


Now through November 30, 2023, Bayer, Luke Bryan and Kroger are encouraging fans to share the hashtag #HeresToTheFarmer on their social media channels. In support, Bayer will help provide one million meals* to people experiencing hunger through the Feeding America network of food banks.*


A woman wearing glasses and a black top.
“The work of America’s farmers cannot be understated because they keep the world well, providing the essential, nutritious foods communities need to stay healthy. It’s what makes #HerestotheFarmer and our years-long partnership with Luke, and now collaboration with Kroger, so special. Through the campaign and in line with Bayer’s vision of Health for All and Hunger for None, we’re proud to give thanks to farmers, give back to rural communities across the country and remind us all to take care.”
Beth Roden
Senior Vice President and Head of U.S. Communications for Bayer

Bryan, the son of a peanut farmer and farmer himself, launched Farm Tour in 2009 to highlight and honor the contribution farmers make to improving lives. The Georgia native will set up stages in the fields of local farmers across five states this September 14-23, with tickets now on sale at


“Farmers play such an important role in making sure we all are healthy and fed, and it’s not easy work,” said Bryan. “Growing up on a farm, I saw first-hand just how much dedication, effort and care they put into every single day. It’s why I’m honored to again join my friends at Bayer, give back and celebrate our farmers for everything they do to help people feel well and keep our communities strong.”


As a founding member of Feeding America, the Kroger Family of Companies are proud to collaborate with Bayer and Luke Bryan as they bring meals to families across the U.S. The Farm Tour Sweepstakes gives fans the chance to win one Grand Prize Luke Bryan VIP experience that includes two VIP tickets to a select Luke Bryan 2024 Farm Tour concert, a 3-day/2-night hotel stay, round-trip flights and more. In addition, 100 lucky secondary prize winners will receive Luke Bryan Farm Tour items that may include branded t-shirt, hat, koozies or cups.


“Providing customers with fresh, affordable food and access to expert, credible and convenient healthcare is fundamental to Kroger’s promise to be Fresh for Everyone,” said Kate Meyer, vice president of Health & Beauty Care Merchandising for Kroger. “We believe in food as medicine and rely on local farmers across America to grow high-quality crops that provide essential nutrition to the more than 11 million customers we serve every day. Joining forces with Bayer and Luke Bryan to show our appreciation to farmers during the #HerestotheFarmer tour again this year is an honor. We are also grateful to Bayer for its efforts to combat food insecurity by supporting our longstanding partner, Feeding America, with the donation of one million meals. This collaboration aligns with Kroger’s mission to create communities free from hunger and waste through our Zero Hunger | Zero Waste impact plan. By working together, we are raising awareness around food insecurity and increase access to fresh, affordable food so no one has to go to bed hungry.”


Fans can enter for a chance to win from August 1, 2023 through September 30, 2023 online at by completing the online entry form. Once registered, they will automatically receive one entry in the sweepstakes. The grand prize winner and secondary prize winners will be selected on or about October 2, 2023. 

Since the partnership’s inception, 6 million meals have been donated and more than $180,000 has supported Feeding America partner food banks and local farmers at each of the tour cities. “Nearly one in 10 people are impacted by hunger, and record levels of inflation have made it even more challenging for people to make ends meet,” said Lauren Biedron, Senior Vice President of Corporate Partnerships at Feeding America. “We appreciate dedicated partners like Bayer and Kroger, who are committed to supporting people across the country who are working hard to provide for themselves and their families.”


Dates and locations for the tour include: 
9/14   Shelbyville, KY – Mulberry Orchard
9/15    Millersport, OH – Miller Family Farm
9/21    Colfax, IA – Schnell Family Farms    
9/22    Brooklyn, WI – Klondike Farms
9/23    Eyota, MN – Gar-Lin Dairy LLC


For details on show locations and tickets, visit


*$1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. From now through 11/30/2023, Bayer guarantees the financial equivalent of 1,000,000 meals ($100,000) in conjunction with the promotion.


About Bayer 
Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. Its products and services are designed to help people and the planet thrive by supporting efforts to master the major challenges presented by a growing and aging global population. Bayer is committed to driving sustainable development and generating a positive impact with its businesses. At the same time, the Group aims to increase its earning power and create value through innovation and growth. The Bayer brand stands for trust, reliability and quality throughout the world. In fiscal 2022, the Group employed around 101,000 people and had sales of 50.7 billion euros. R&D expenses before special items amounted to 6.2 billion euros. 


About Luke Bryan 
Luke Bryan has released 30 No. 1 hits, garnered nearly 20 billion worldwide streams and has more RIAA certified digital single certifications than any other Country artist of all time with 81.5 Million. His headline concert tours have played sold-out shows for millions and millions of fans inclusive of 36 stadium concerts, Farm Tours, Spring Break shows, and eight sold-out ‘Crash My Playa’ destination concert events. Bryan has won 50+ major music awards including five wins as Entertainer of the Year. Additional awards include six recognitions as a CMT Artist of the Year, NSAI Artist/Songwriter of the Year, the first-ever recipient of the ACM Album of the Decade Award for Crash My Party, seven CMT Music Awards, five Billboard Music Awards, and four American Music Awards—as well as being named Billboard’s Top Country Artist of the 2010s, the Most Heard Artist of the Decade by Country Aircheck, and the Artist Humanitarian Recipient by the Country Radio Broadcasters. Last month, he wrapped a sixth season as a celebrity judge, alongside Lionel Richie and Katy Perry, on ABC’s American Idol.

Check out more about Luke Bryan on his website, and follow him on Facebook, Twitter, Instagram, YouTube and TikTok.


About Feeding America 
Feeding America® is the largest hunger-relief organization in the United States. Through a network of more than 200 food banks, 21 statewide food bank associations, and over 60,000 partner agencies, food pantries and meal programs, we helped provide 6.6 billion meals to tens of millions of people in need last year. Feeding America also supports programs that prevent food waste and improve food security among the people we serve; brings attention to the social and systemic barriers that contribute to food insecurity in our nation; and advocates for legislation that protects people from going hungry. Visit, find us on Facebook or follow us on Twitter. 

About Kroger 
At The Kroger Co. (NYSE: KR), we are Fresh for Everyone™ and dedicated to our Purpose: To Feed the Human Spirit®. We are, across our family of companies, nearly half a million associates who serve over 11 million customers daily through a seamless shopping experience under a variety of banner names. We are committed to creating #ZeroHungerZeroWaste communities by 2025. To learn more about us, visit our newsroom and investor relations site. Visit Kroger on Facebook or follow us on Twitter or Instagram. 

Forward-Looking Statements 
This release may contain forward-looking statements based on current assumptions and forecasts made by Bayer Group or subgroup management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer's public reports which are available on the Bayer website at The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments. 


Nicole Hayes  
Director, U.S. External Communications 
(201) 421-5268  
Brian Leake 
Director, Bayer U.S. Crop Science Communications 
(314) 370-3285