Cereal Saturday at NewBo City Market aims to ends hunger Event is offical kick off for Eastern Iowa Freedom From Hunger Food Drive

Breakfast - the most important meal of the day - will be even more critical May 24 for Cereal Saturday at NewBo City Market, 1100 Third St. SE, Cedar Rapids.

Enjoy a bowl of cereal and support area programs working to end hunger.

The event, held from 7:30 to 10 a.m., officially kicks off the Eastern Iowa Freedom From Hunger Food Drive, said Amanda Pieper, director of the HACAP Food Reservoir, the event's primary sponsor. The food reservoir supplies families with food during the summer when children are out of school and seasonal employment is uncertain.

General Mills, another sponsor, is supplying the cereal. Hansen's Dairy, also a sponsor, will have plenty of milk on hand as well.

There also will be breakfast-themed games and activities - a loudest crunch and rooster calling contest - face painting, mascots and more.

'This is going to be a fun, new event starting bright and early in the morning,” said Pieper. 'We are looking forward to having families from all over the Corridor come and enjoy a bowl of cereal together. We'll be helping raise awareness of a luxury many of our fellow community members don't get to experience on a day-to-day basis, in turn allowing the HACAP Food Reservoir to do all we can to help provide for the families in need.”

Cereal Saturday was inspired by the successful Breakfast on the Bridge hosted in Czech Village during the Cedar Rapids RAGBRAI stop in 2012.

'We want people to remember the focus isn't so much the cereal as it is the cause and we want people to embrace that,” says Brian White, training manager and foundation chair at General Mills.

Tickets are $5 for adults and $1 for children 4 to 10 years old; 3 and younger are free in advance online.

Day-of tickets are $7 for adults and $3 for 4- to 10-year-olds. The Ceramics Center also has created a signature bowl that will be sold for $15.

If you go

'What

: Cereal Saturday

'When

: 7:30 to 10 a.m. May 24

'Where

: NewBo City Market, 1100 Third St. SE, Cedar Rapids

'Cost

: Tickets are $5 for adults and $1 for children 4 to 10 years old; 3 and younger are free in advance online. Day of tickets are $7 for adults and $3 for 4 to 10 year olds. The Ceramics Center has also created a signature bowl that will be sold for $15.

'For more information

: Eventbrite.com/e/cereal-saturday-tickets-11105656317