Bayer partners with musician Luke Bryan for annual benefit campaign

Bayer is heading back to the farm and renewing its multi-year partnership with musician Luke Bryan.

The company is working with Bryan on the annual #HerestotheFarmer campaign, which benefits Feeding America, and also will serve as the presenting sponsor for his 2023 Farm Tour.

This year’s campaign celebrates America’s hard-working farmers for helping provide people in the United States and around the world with access to critical health and nutrition, the company noted.

“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.”

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In addition, for the second year in a row, Kroger will help make access to Bayer’s health products more accessible to consumers by offering in-store savings as well as hold the second annual Farm Tour Sweepstakes.

“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,” said Beth Roden, senior vice president and head of U.S. communications for Bayer. “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.”

Now until November 30, Bayer, Kroger and Luke Bryan are encouraging fans to use the hashtag #HerestotheFarmer on social media and in support, Bayer will help provide one million meals to people experiencing hunger through the Feeding America network of food banks.

“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 and 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.”

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Since the partnership’s inception, six 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, the company said.

“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.”