May 28, 2013
Parsippany, NJ – Sixty years ago, Sir Edmund Hillary conquered the lofty goal of becoming the first person to summit Mt. Everest along with his climbing partner, Tenzing Norgay. Battling oxygen issues, snow and wind, Hillary and Norgay finally reached the mountain’s peak, 29,028 above sea level, at 11:30 am on May 29th, 1953. A lesser-known fact about this inspiring historical climb is that Hillary kept his pockets filled with Post Grape-Nuts, eating handfuls of the crunchy nuggets throughout the climb to provide him with the protein and fiber-fueled energy needed to reach the top of a peak countless men had sought, and none had yet grasped.
This year, Grape-Nuts commemorates Hillary’s heritage through the “What’s Your Mountain?” campaign, culminating in celebrations across the nation on Wednesday, May 29th, honoring the adventurer’s historic accomplishment.
“Sir Edmund Hillary is an inspiration to adventurers worldwide, whether they plan on climbing the world’s tallest mountain or embarking on a hike in one of America’s State Parks,” said Mangala D’Sa, Brand Director for Grape-Nuts. “Like Hillary, Grape-Nuts fans possess the combination of dedication, hard work and energy necessary to reach their everyday mountain, whatever that may be. In keeping Hillary’s heritage alive, Grape-Nuts is proud to celebrate and honor those achievements on this anniversary.”
In New York City, people will be encouraged to start their day by summiting a 30-foot climbing wall in Herald Square. Each participant will be given a purple flag to declare a goal, or “mountain”, in their life they would like to conquer, which they will stick to the highest peak they reach on the urban mountain. Commuters will also have the opportunity to begin their morning with a protein and fiber-packed breakfast courtesy of Grape-Nuts Fit, the brand’s newest addition featuring a melody of flavors and textures, including lightly crunchy nuggets, crispy granola, puffed barley, cranberries and a hint of natural vanilla flavor.
Also on May 29, hikers across the country will be recreating Hillary’s ascent at their local peaks, as a part of Grape-Nuts’ Summit Sampler program. Sixty climbers who received a $500 grant from Post will be dispatched across the nation to honor Hillary by sharing samples of Grape-Nuts Fit to other climbers on the trails that day.
Throughout America’s State Parks, outdoor enthusiasts can download the Post Grape-Nuts Fit “What’s Your Mountain?” Challenge PocketRanger® app by the ParksByNature Network. Through the app, more than 100 state parks now boast a GPS-based scavenger hunt to encourage visitors to explore their local state parks. By completing the geo-challenge in a park, visitors will be eligible for prizes, including a year’s free membership to all National State Parks.
In celebration of this historic anniversary and accomplishment, Post Grape-Nuts has committed to working in partnership with the American Himalayan Foundation (www.himalayan-foundation.org), which is dedicated to helping both the people and the ecology of the Himalaya.
For more information on Grape-Nuts or new Grape-Nuts Fit cereal, go towww.GrapeNuts.com or www.facebook.com/GrapeNutsCereal.
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About Post Foods, LLC
Post has enriched the lives of consumers, bringing quality foods to the breakfast table since the company’s founding in 1895. Post’s portfolio of brands includes diverse offerings to meet the taste and nutritional needs of all families, including such favorites as Honey Bunches of Oats, Pebbles, Great Grains, Post Shredded Wheat, Post Raisin Bran, Grape-Nuts, and Honeycomb, as well as Attune Food’s Uncle Sam and Erewhon brands. Post is dedicated to health and wellness, offering consumers a variety of cereal choices to meet their nutritional needs from whole grain and fiber to lower sugar offerings. For more information about Post Cereals, visit www.PostFoods.com.