Store associates at ShopRite of Brodheadsville put extra cheer in Cheerios - cheer that is worth more than $47,000 in tackling hunger in the community.

On Thursday afternoon, General Mills and Wakefern Food Corp. representatives celebrated the local ShopRite’s first place achievement in the annual competition of Partners In Caring, a program that combats food insecurity by assisting local food banks. By raising the most funds, the store has captured the top spot five times, including the last four years in a row.

“They are the best family in the Wakefern Cooperation,” said Steven Hildner, administrator of Partners In Caring, referring to the Kinsley family who owns and operates the largest ShopRite in the country. “They raised $200,000 plus in the last four years and embody the program. It means so much to me that you care,” he said, noting their commitment to the cause.

Besides bragging rights, four of the supermarket’s hunger-fighting associates are in the spotlight by having their photo on a special Cheerios box that was recently unveiled. The limited edition box has been available for purchase since late March in the 285 ShopRite stores from Massachusetts to Maryland.

Featured on the cereal package are: Diane Mayo, front end cashier; Chris Kinsley Jr., assistant store manager; Kayla Kinsley, special events coordinator; and Laura McMann, special events assistant. Chris helped with the displays and promotions, Kayla Kinsley noted. The 2023 box featured four different associates.

The women said it was surreal to be pictured on the box, and McMann added that “it’s super cool.” Kayla said her two daughters love seeing their mom alongside the Cheerios and sunflowers, part of the Harvesting Hope theme. One sunflower burst says “Our top store, ShopRite of Brodheadsville, Pennsylvania.”

“We’re just people doing something we love,” said McMann.

“It’s an honor,” said Mayo, adding that customers have congratulated her. Each associate received a special jacket and a commemorative box, which doesn’t actually contain Cheerios.

The Partners In Caring competition took place in the fall, with award presentations taking place this spring. Different General Mills products were featured each week and points were earned in areas such as sales, in-store events, donations, social media and outreach.

Kinsley’s supplied school nurse stations with breakfast bars and provided Nature Valley granola bars for student athletes.

“No one could catch Brodheadsville,” Hildner said. “It was a new record and a banner year. They raised $47,000 in five weeks.”

He congratulated the four featured team members, saying it’s like LeBron James being on a Wheaties box.

Besides the winning associates’ picture on the front, photos of other ShopRite hunger-fighting associates are on the back. Statistics on the back help tell a story: $1.56 million total raised during Hunger Action Month, 100 associates recognized and $62 million donated since the program started in 1999. More than 2,200 charities are supported throughout the entire ShopRite family.

Second Harvest Food Bank of the Lehigh Valley and Northeast Pennsylvania will disburse much of the money that was raised. A representative was on hand for the festivities.

Representatives from the offices of State Sen. Rosemary Brown and State Rep. Jack Rader were also on hand, as were store employees and community members.

Two check presentations also took place during the celebration. The Salvation Army received $5,000 in prize money from the Cheerios competition and PVEN received $2,500 as part of a related cake contest.

“We try to pick different nonprofits in the community to help,” Kayla Kinsley said.

The bakery team at ShopRite of Brodheadsville - led by manager Kathy Lockwitch - took home a trophy for its huge cake that embodied “Harvesting Hope.”

While customers enjoyed cake and cupcakes on Thursday, the winning cake is for display only. Its 93 sunflowers, farm fields, combine tractor, wheat stacks, hay bales, silos, General Mills factory and other details can be admired by customers for about two weeks, near the stairs by Doris’ Cafe.

“We are thankful for the community we are in,” said Chris Kinsley Sr., president and owner of the store, which is known for its philanthropic efforts. “We are blessed to have great associates and a great community. We couldn’t do it without them. ”

When money was raised last fall, customers could add extra dollars to their total at checkout or put change and bills in special containers.

The annual Partners In Caring Cheerios Contest is sponsored in partnership with General Mills and involves hundreds of ShopRites. The effort recognizes ShopRite team members and their customers for supporting regional food banks and fighting hunger in their communities. It takes place during National Hunger Action Month in September.

ShopRite Partners In Caring is a year-round, community-based, initiative that works with more than 50 food industry manufacturers to provide $3 million annually to qualified charitable agencies in New York, New Jersey, Connecticut, Delaware, Maryland and Pennsylvania.

The program supports emergency food pantries, soup kitchens, homeless shelters, childcare centers, battered women’s shelters, older adult programs, drug rehab centers, programs for the mentally and physically disabled, after-school programs and other organizations for those in need.