10 Years of Supporting Rural America: Bayer and Luke Bryan Team Up with Feeding America® to Tackle Hunger with “Take Care, Now” Campaign

WHIPPANY, N.J.--(BUSINESS WIRE)-- Bayer today announced a milestone in its Take Care, Now campaign with country superstar and five-time Entertainer of the Year, Luke Bryan, and Feeding America^®, the nation's largest hunger-relief organization. The effort builds on last year's success to address both food insecurity and "hidden hunger" - nutrient gaps that can impact long-term health even when caloric needs are met.

This year's activation also includes a new component to mark the 10^th year of the partnership between Bayer and Luke Bryan - organizing food drives at each Farm Tour location to support America's farming communities and fight hunger nationwide through the Take Care, Now campaign. The campaign includes a social media initiative, #HeresToTheFarmer that celebrates the vital role farmers play in feeding the nation and encourages fans to give back to rural communities by supporting local food banks. For every share of the hashtag, Bayer will donate up to 1 million meals to families in need through Feeding America.

New research¹ underscores the urgency:

• Rising food prices are fueling challenges- nearly 9 in 10 Americans have changed shopping habits, including buying less food or switching to cheaper brands.
• Rural families are hit especially hard, with a 12-point decline in food quality reported compared to urban communities.
• 82% of Americans believe that lacking proper nutrients negatively affects their physical health, and 77% see a link to mental health.
• Parents are disproportionately affected: 38% report stress and 34% report anxiety tied to not having enough nutritious food for their children.

"At Bayer, we're proud to play a vital role in helping people live healthier lives - whether that's through the food they eat or the vitamins and supplements they take," said Beth Roden, Senior Vice President Communications Bayer North America. "As a company rooted in both agriculture and self-care, we see the big picture when it comes to nutrition. And after ten amazing years, we're thrilled to keep partnering with Luke Bryan to support families, farmers, and rural communities across the country."

Luke Bryan Farm Tour 2025: Music, Meals, and Community

This fall, Bayer will bring Take Care, Now to every stop on the Luke Bryan Farm Tour 2025, which started in May in California. This fall's stops include:

• Klondike Farms in Brooklyn, Wisconsin - September 18
• Berning Family Farms in Prairie Grove, Illinois - September 19
• Van Gilder Family Farm in Fowlerville, Michigan - September 20

In partnership with local Feeding America member food banks at each Farm Tour location, Bayer and Luke Bryan are encouraging fans to donate non-perishable food items at a designated drop-off location in the parking area. Participating fans will be eligible to win prizes, with an upgrade to VIP tickets as the grand prize.

"As someone who grew up in a rural community, I know firsthand how important it is to have access to nutritious food," said Luke Bryan. "I couldn't be prouder to bring this campaign to my Farm Tour, where fans can enjoy great music while supporting their community."

Commitment to Long-Term Nutrition Solutions

Including this year, Bayer has helped provide more than 10 million meals through its campaign. To further bridge nutrient gaps, Bayer and One A Day^® have helped over 3.4 million mothers and babies in underserved communities in the U.S. through a partnership with Vitamin Angels, a public health nonprofit working to improve nutrition for pregnant women, infants, and young children by providing them with life-changing vitamins and minerals. This effort is part of the Nutrient Gap Initiative, which aims to expand access to essential vitamins and minerals to 50 million people annually in underserved communities by 2030 - from food to supplementation.

"Millions of Americans not only struggle with hunger but also with hidden hunger-nutrient deficiencies that can impact long-term health," said Charles Blazevich, Senior Manager, Corporate Partnerships at Feeding America. "With partners like Bayer and Luke Bryan, we can raise awareness and deliver real solutions that make a difference."

For more information on the campaign and the food drive at Farm Tour, visit https://www.bayer.us.

1 Online survey conducted by Morning Consult on behalf of Bayer among 3,052 US adults between May 14 - May 18, 2025.

About Bayer

Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. In line with its mission, "Health for all, Hunger for none," the company's products and services are designed to help people and the planet thrive by supporting efforts to master the major challenges presented by a growing and aging global population. Bayer is committed to driving sustainable development and generating a positive impact with its businesses. At the same time, the Group aims to increase its earning power and create value through innovation and growth. The Bayer brand stands for trust, reliability and quality throughout the world. In fiscal 2024, the Group employed around 93,000 people and had sales of 46.6 billion euros. R&D expenses amounted to 6.2 billion euros. For more information, go to https://www.bayer.com.

About Luke Bryan

During his career, Luke has amassed a total of 26.6 Billion global streams, 11.9 Million global album sales and 47.7M track sales worldwide. He is the most digital single RIAA certified country artist of all time with 117.5M digital single units including 19M album certifications and 98M single certifications. Luke was honored with the SoundExchange Hall of Fame Award in recognition of his standing as one of the most streamed artists in their 20-year history. Luke has garnered 32 #1 singles, 17 of those Luke co-wrote, and he's accumulated 58 total weeks spent at #1 during his career.

Luke has hosted the ACM Awards five times and the CMA Awards four times and has won 50+ major music awards including five wins as Entertainer of the Year. Additional awards include six recognitions as a CMT Artist of the Year, NSAI Artist/Songwriter of the Year, the first-ever recipient of the ACM Album of the Decade Award for Crash My Party, seven CMT Music Awards, five Billboard Music Awards, and four American Music Awards-as well as being named Billboard's Top Country Artist of the 2010s, the Most Heard Artist of the Decade by Country Aircheck, Artist Humanitarian Recipient by the Country Radio Broadcasters and the ACM Lifting Lives Award honor because of his devotion to improving lives through the power of music. Luke was recently inducted into the Star Trail of Fame by The Houston Livestock Show and Rodeo to honor his profound impact over the years. The Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage, and provides year-round educational support within the community.

Luke, Carrie Underwood and Lionel Richie will return in 2026 as a celebrity judges on ABC's "American Idol."

About Feeding America

Feeding America is committed to an America where no one is hungry. We support tens of millions of people who experience food insecurity to get the food and resources they say they need to thrive as part of a nationwide network of food banks, statewide food bank associations, food pantries and meal programs. We also invest in innovative solutions to increase fair access to nutritious food, advocate for legislation that improves food security and work to address factors that impact food security, such as health, cost of living, and employment.

We partner with people experiencing food insecurity, policymakers, organizations, and supporters, united with them in a movement to end hunger.

Visit https://www.FeedingAmerica.org to learn more.

Forward-Looking Statements

This release may contain forward-looking statements based on current assumptions and forecasts made by Bayer management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer's public reports which are available on the Bayer website at https://www.bayer.com. The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.