Kellogg, FLW Outdoors announce expansive partnership

Team Kellogg anchored by some of world’s most successful professional fishermen

MINNEAPOLIS – FLW Outdoors, the world’s largest tournament-fishing organization, announced that Kellogg Company, the world’s leading producer of cereal and a leading producer of convenience foods, is sponsoring FLW Outdoors.

“We are excited that Kellogg has rejoined the ranks of FLW Outdoors,” said Trisha Blake, president, FLW Outdoors Marketing Division. “They have been a strong supporter of the fishing industry, and we are delighted they will continue to showcase their products at the FLW Outdoors Expo and other events all around the country.”

Kellogg will be featured across the multiple platforms of FLW Outdoors, including all bass and walleye events, FLW Outdoors’ multiple websites, FLW Fantasy Fishing, FLW Outdoors Magazine, “FLW Outdoors” television show on VERSUS and additional functions operated by FLW Outdoors. Kellogg will have the opportunity to set up displays promoting their products and sponsored anglers while providing promotional products and offers to fans at the FLW Outdoors Expo, surrounding the FLW Tour and championship events, and the College Fishing Festivals, held in conjunction with National Guard FLW College Fishing.

“Kellogg has a long-standing relationship with FLW Outdoors,” said Gary Gatton, senior vice president of Walmart sales for Kellogg. “The 2011 season should be very exciting, and we are proud to have some of the best anglers in the world representing our iconic brands.”

An esteemed group of Walmart FLW Tour pros has been assembled with members serving as brand ambassadors for the following brands: Kellogg’s Frosted Flakes, Pop-Tarts, Rice Krispies Treats, Sunshine Cheez-It and Keebler E.L. Fudge. Each member of Team Kellogg will travel the country in brand-wrapped tow vehicles, competing in matching boats and jerseys.

One of the hardest working anglers in the sport, Shinichi Fukae, who captured the Tour Angler of the Year in 2004 in his rookie season, will join the Kellogg team representing Cheez-It. In addition to the AOY title, Fukae has two Tour wins and 10 top-10 finishes under his belt while earning more than $1 million in his young career. The Mineola, Texas, pro finished second in 2007 and ninth in 2010 in the Angler of the Year race and has qualified for the Forrest Wood Cup six times.

Dave Lefebre, representing Frosted Flakes, is one of the sport’s most recognized and consistent anglers, having won more than $1.5 million in his young career. Lefebre finished in the top 10 in the Angler of the Year race on Tour in 2010, 2009, 2007, 2005 and 2004. The Erie, Pa., native has notched three top-10 finishes at the Forrest Wood Cup, including a second-place finish in 2008. In addition to an FLW Tour victory in 2004, Lefebre also won the Texas Bass Classic in 2009.

Jim Tutt, who will return to his role representing Rice Krispies Treats, is a 12-year veteran of the FLW Tour and has fished in 221 FLW Outdoors events, earning more than $690,000 along the way. Greg Bohannan, who will fish his fifth full season on Tour in 2011 and display the Pop-Tarts brand, has racked up more than $400,000 in career earnings and won three FLW Outdoors events.

About FLW Outdoors

FLW Outdoors is the largest fishing tournament organization in the world offering anglers worldwide the opportunity to compete for millions over the course of 191 tournaments in 2011. FLW Outdoors has taken fishing mainstream with the world’s richest fantasy sports game, FLW Fantasy Fishing, where competitors can play for free as well as sign up for Player’s Advantage to gain an edge. For more information about FLW Outdoors and FLW Fantasy Fishing, browse FLWOutdoors.com or visit FantasyFishing.com.

About Kellogg Company

With 2009 sales of nearly $13 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. The Company’s brands include Kellogg’s®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, All-Bran®, Mini-Wheats®,Nutri-Grain®, Rice Krispies®, Special K®, Chips Deluxe®, Famous Amos®, Sandies®, Austin®, Club®, Murray®, Kashi®, Bear Naked®, Morningstar Farm®, Gardenburger® and Stretch Island®. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries. For more information, visit www.kelloggcompany.com. Kellogg’s Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at www.kelloggcompany.com/CR. For information on Kellogg Company’s commitment to nutrition, visit www.kelloggsnutrition.com.