Take Care, Now: Improving Access to Health and Nutrition in Farm and Rural Communities

Luke Bryan with a DEKALB corn bag over his shoulder

“Take Care, Now” – a powerful collaboration between Bayer, Kroger and Luke Bryan that tackles access to health and nutrition in rural America. 

With more than 44 million people in the United States being food insecure – a nearly 30% increase compared to the previous year – we need to work together to address this critical issue.

This year, Bayer and our partners are raising awareness and taking action to alleviate "hidden hunger" in farm and rural communities across America. Hidden hunger is a form of undernutrition where individuals may consume enough calories, but lack sufficient vitamins and minerals.  


Join us as we raise awareness, educate communities, and improve access to healthy, nutritious food, making a difference in the lives of individuals and families across the nation. If you want to show your support to farmers and rural America, share the hashtag #HerestotheFarmer on your social media channels. 

Increasing access to health and nutrition

As a part of the Take Care, Now campaign Bayer, Kroger and Luke Bryan are raising awareness and taking action to help enhance access to health and nutrition. 

Bayer will help provide one million meals through Feeding America, the largest hunger-relief organization in the U.S., bringing our total to more than 9 million meals since our partnership began. 

Feeding America Logo

Many vulnerable populations lack knowledge about proper nutrition, the importance of vitamins and minerals, how to integrate them into diets and the value of supplementation when needed. We will distribute information toolkits through Feeding America-affiliated food banks and their pantries nationwide, arming people with micronutrient education and nutritious recipes with typical food bank ingredients and comfort foods enjoyed in rural communities.   

Bayer has worked to support generations of American farmers to put healthy, nutritious food at the table and is working on fruit and vegetable varieties that provide better taste, stay fresh longer, are more water-efficient and grow better in a changing climate. To address a widespread nutrition problem, Bayer is partnering to develop tomato varieties that are nutritionally enhanced with vitamin D3.  


Also, building on a long history of donating vitamins and other nutritional supplements to the Feeding America network of Food Bank partners, Bayer will also donate over 100,000 bottles of One A Day® and Flintstones™ Multivitamins as well as other nutritional supplements to food banks in the U.S. 

Bayer products on the Kroger Store
Luke Bryan, Bayer & Kroger are Helping Families Be Well
Dave Tomasi Headshot
As a leader in both agriculture and self-care including nutritional supplements, Bayer is the only company in the world that can positively improve access to essential nutrients holistically. We’re committed to bringing nutritious food, multivitamins, and supplements within physical and financial reach of those who need it most.
Dave Tomasi
President, Bayer Consumer Health, North America

Join us at Events this Fall

Through the joint efforts, the "Take Care, Now" campaign has the potential to reach 200 food banks and over 60,000 partner agencies, food pantries and meal programs which positively impacts thousands of people across rural America every day.


To raise awareness, the campaign will be brought to events this fall, including Farm Progress Show, the largest outdoor farm event in the country, in Boone, Iowa, in August, and all six Luke Bryan Farm Tour concerts, where Bayer is a presenting sponsor.


Scroll through our map to see our campaign stops. 

Take Care, Now

Scroll through our campaign stops. 

Farm Progress Show in Boone Iowa

August 27 to 29

As a global leader in agriculture, Bayer features its integrated solutions for farmers from seeds and traits to digital farming solutions at the Farm Progress Show

Luke Bryan Farm Tour in Chesapeake Virginia

September 20 at Heritage Park


Luke Bryan Farm Tour in Marshville North Carolina

September 21 at Cox Brother Farm

Luke Bryan Farm Tour in Shelbyville Kentucky

September 26 at Mulberry Orchard

Luke Bryan Farm Tour in Millersport Ohio

September 27 at Miller Family Farm


Kroger Wellness Festival in Cincinnati Ohio

September 27 and 28


The Kroger Wellness Festival is a free public event spanning 6 city blocks in downtown Cincinnati. With several featured sponsors including Bayer, the festival focuses on physical and mental health for all.


Luke Bryan Farm Tour in Smithton Pennsylvania

September 28 at Cunningham Family Farm