National Parks Conservation Association and Nature Valley Announce New Campaign to Increase Access to Nature

WASHINGTON, D.C.— Today, the National Parks Conservation Association (NPCA) and its partner Nature Valley are announcing a campaign that furthers NPCA’s efforts to protect the land within the Rim of the Valley in Los Angeles, California, by showcasing the unique and pressing opportunity to protect some of the last wild lands and historic sites in the greater Los Angeles area.

The campaign highlights the benefits that preserving the 118,000 acres of land within the Rim of the Valley adjacent to Santa Monica Mountains National Recreation Area will provide to residents and visitors alike. Protecting the Rim of the Valley will improve access to nature and ensure this land will remain accessible for all, for both present and future generations. It will also safeguard important cultural sites related to Hispanic, Latino and other cultures; protect sensitive habitat for wildlife like mountain lions; and restore native plants and ecosystems that make the land more resilient to wildfires and benefit local economies.

NPCA has advocated for the Rim of the Valley’s national park designation as an extension of the Santa Monica Mountains National Recreation Area for nearly a decade. Establishing and leading the Rim of the Valley Coalition, NPCA works to galvanize community support for federal legislation to establish the Rim of the Valley by uplifting and amplifying the voices of Angelenos to secure protection of this land for the benefit of people, wildlife and the local ecosystem.

Partners since 2009, Nature Valley’s most recent donation of $200,000 to NPCA is strengthening efforts to protect public lands to increase access to nature for families and communities. Through this new campaign, including video and supporting digital and social media content, NPCA and Nature Valley will further educate audiences about the Rim of the Valley, what its protection will mean for Angelenos and how the partnership is advancing efforts to protect sites like this in perpetuity to increase accessibility to nature for all.

“National parks are for everyone,” said Theresa Pierno, president and CEO of the National Parks Conservation Association. “They are places to enjoy natural landscapes, build community and connect to our history and heritage. By showcasing the impact that the Rim of the Valley will have on families and communities, we hope to encourage people to connect to national parks – either by traveling afar or by learning more about park sites near their backyards.”

“At Nature Valley, we’re not only passionate about getting people out in nature, but helping families spend time together developing care and appreciation for these wondrous places,” said Kate Herbert, senior manager, brand experience at Nature Valley. "Our partnership with NPCA has been centered around creating more space for families in and around the Los Angeles area – one of our most heavily populated cities – in an effort to help protect some of the last remaining land in the region.”

To view the video and learn more about how NPCA and Nature Valley are partnering to increase access to nature for all, visit www.npca.org/naturevalley. Viewers can also follow along on NPCA’s Instagram, YouTube, TikTok and Facebook as additional video content is released in the coming weeks.

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About the National Parks Conservation Association: Since 1919, the nonpartisan National Parks Conservation Association has been the leading voice in safeguarding our national parks. NPCA and its more than 1.6 million members and supporters work together to protect and preserve our nation’s most iconic and inspirational places for future generations. For more information, visit www.npca.org.

About General Mills: General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and being a force for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2021 net sales of U.S. $18.1 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.1 billion.