Whole Foods, Kellogg to Sponsor Family Fitness at Food and Wine Fest

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Whole Foods, Kellogg to Sponsor Family Fitness at Food and Wine Fest

The "Fun and Fit as a Family" mini-festival will number the Kellogg Co. and Whole Foods Market among its sponsors. Part of the 2009 Food Network South Beach Wine & Food Festival in Miami Beach, Fla., the miniature fete will feature exhibitions and activities to teach parents and children how to adopt healthy eating habits and combat childhood obesity. The 2009 festival is scheduled for Feb.19 through Feb. 22.

Austin, Texas-based Whole Foods is a supporting sponsor of "Fun and Fit," and also a platinum sponsor of the overall festival. The grocer also is a new title sponsor of the main event's "Grand Tasting Village," which showcases foods and culinary creations available in its stores.

"We're thrilled to be able to bring Whole Foods Market's distinctive perspective to what is unquestionably America's premiere culinary event," said Whole Foods regional marketing director Russ Benblatt.

Kellogg will move its "Kidz Kitchen" from the beach area to the mini-festival site on Jungle Island. The sponsorship ties in with the "Kellogg Global Nutrient Criteria," which asserts that products not meeting the criteria for items marketed to children will either be reformulated or no longer marketed to kids under 12 by the end of the year.

The two-day mini-festival drew 9,000 parents and children last year. The main festival is going into its eighth year and is presented by Food & Wine magazine and produced by Florida International University and Southern Wine & Spirits of Florida, with support from regional government.