Genealogy on Toasted Oats?

What to my wondering eyes should appear but a plug for genealogy on the back of a cereal box! The American Library Association (ALA) is working with Safeway Inc., on a roll-out of five Safeway-brand cereal boxes with back-panel content about libraries and librarians. The boxes launched last  October and will be available at Safeway’s 1,500 stores across the nation. Quoting from Cooperation Today,

We are proud to partner with the American Library Association and collaborate in the creation of educational panels for our line of Safeway Brand cereal. This is a way we can support the efforts of the ALA and bring education and enjoyment to our consumers,” said Mike Minasi, Safeway president, marketing.
“We want to thank Safeway for presenting us with a unique opportunity,” said ALA Executive Director Keith Michael Fiels. “The cereal boxes will bring information about some of the exciting ways to enjoy libraries – and about the value of libraries — straight into people’s homes.

 All feature the @ your library® brand of ALA’s Campaign for America’s Libraries and links to resources available at www.ilovelibraries.org, ALA’s advocacy and public awareness Web site for the public. The first panels focus on genealogy and international libraries.

And you thought Who Do You Think You Are was big!