Grape-Nuts poised to make pioneering history again with funds for fearless female explorers

By Gill Hyslop

- Last updated on GMT

Grape-Nuts will award $125k to 10 female adventurers planning to explore either Mount Everest or Antarctica in 2022 or 2023. Pic: GettyImages/hadynayah
Grape-Nuts will award $125k to 10 female adventurers planning to explore either Mount Everest or Antarctica in 2022 or 2023. Pic: GettyImages/hadynayah

Related tags Grape-Nuts Post Consumer Brands women empowerment explorers Mount Everest Antarctica GoFundMe

To celebrate its 125th anniversary and to honour Women’s History Month, the Post cereal brand is donating funds to women adventurers to help them scale to the great heights of Mount Everest or immerse themselves in the stark white landscape of Antarctica.

Grape-Nuts has a long and intensive history in fuelling adventure, having sponsored Sir Admiral Byrd’s 1933 expedition to Antarctica, and Edmund Hillary and Sherpa Tenzing Norgay’s heroic Mount Everest climb in 1953.

The Post brand is getting involved again, but this time in championing the intrepid troupe of female explorers who are determined to conquer the planet.

However, it takes more than just determination to make this a reality, and during its investigation into ways to celebrate its milestone, Grape-Nuts discovered that many female explorers rely on GoFundMe to raise the necessary moola.

It is now determined to ramp up its adventurous spirit again and will help to fuel female-led expeditions to Antarctica and Mount Everest in 2022 and 2023.

Between 15-30 March, the brand’s specialist team is reviewing the active GoFundMe campaigns and will donate up to $125k to 10 female adventurers in need of a financial boost.

No application is necessary to be considered, and donations – made at the sole discretion of Grape-Nuts based on the appeal of the explorers’ GoFundMe campaigns and their overall need for support – will be awarded between 31 March and 8 April 2022.

“Throughout history, Grape-Nuts has inspired modern-day pioneers to rise up and make history,”​ said Lauren Jamnick, Grape-Nuts’ associate brand manager.

“One hundred and twenty-five years later, I’m thrilled to say that we’re still fuelling adventures – and now we’re even breaking glass ceilings. We’re so proud to have fuelled pioneering adventures from the likes of Sir Admiral Byrd in the past, but the opportunity to support female explorers as they take those first bold steps towards breaking new ground is truly an honour. Onwards and upwards.”

Deep history of adventure

Grape-Nuts enjoyed its first taste of adventure back in 1933, when it became the official sponsor for Sir Admiral Byrd’s expedition to Antarctica, during which time the first two-way radio transmission occurred. This was a huge milestone for the scientific community, and Grape-Nuts was there to help make it possible – even printing maps of the expedition on its cereal boxes at the time.

Two decades on and Grape-Nuts was at the forefront again in another world first. New Zealand explorer Edmund Hillary and Sherpa Tenzing Norgay became the first climbers in history to reach the summit of Mount Everest, and Grape-Nuts was instrumental in providing them the fuel they needed.

“In 2022, the adventure continues,”​ said Jamnick.

“Once again, Grape-Nuts will be there, helping to fuel groundbreaking journeys by celebrating 10 courageous women as they push forward and fulfill their dreams.

“This is the perfect way for Grape-Nuts to celebrate its 125th anniversary, and a fantastic way to honour Women’s History Month. Plus, this is just the beginning of our modern journey.” 

Throughout the year, Grape-Nuts will push into even more unchartered territory to ensure its 125th anniversary is one to be remembered. The brand – developed by C.W. Post in 1897 – is inviting fans to join its nutty Secret Super Fans Facebook and Instagram communities to find out more about the adventures that await.

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