Chekmate

Dear Mr. Hartwig:

Thank you for contacting us to express your concern with the "Pets and their Celebrities" calendar currently being included with Golden Grahams cereal. The calendar promotes the benefits - and responsibilities - of pet ownership

We did not anticipate that a calendar promoting responsible pet ownership would be in any way controversial. Our focus was on the message the calendar conveys, about the wonders and benefits of being a pet owner, and reinforcing the responsibilities of pet ownership. We felt the calendar was an excellent vehicle to communicate that topic. In no way was it intended to convey that General Mills is against hunting, fishing or farming. General Mills is not anti-hunting or anti-fishing. We have even honored champion fisherman on the Wheaties box, most recently in August of 1999.

But we also now realize that some of the views espoused by HSUS, from whom we obtained the calendars, are not shared by an important number of customers and consumers. That point has been driven home by consumer contacts like yours, and we are taking your views to heart. Your views will certainly be shared with the decision-makers involved in this and future decisions regarding our promotional tie-in partners.

Again, thank you for taking the time to contact us and make us aware of your feeling on this matter.

Jeff Hagen
Director, Consumer Services