NPCA and Nature Valley Launch New Initiative to Expand Access to Nature

WASHINGTON, D.C. — Today, the National Parks Conservation Association (NPCA) and its sponsor Nature Valley announced a new initiative to encourage the preservation of the land that comprises the Rim of the Valley in Los Angeles, California to connect more families and communities to the outdoors.

The initiative spotlights how expanding the Santa Monica Mountains National Recreation Area by preserving the adjacent 118,000 acres of land within the Rim of the Valley will increase access to nature for local families and people of all ages and backgrounds. For nearly a decade, NPCA has led the community-based Rim of the Valley Coalition to advocate for the Rim of the Valley’s national park designation. Key to this effort is NPCA’s work to encourage community support for federal legislation to establish the Rim of the Valley as a park by lifting up and amplifying the voices of Angelenos to secure protection of this land.

Nature Valley’s $200,000 donation to NPCA is helping further efforts to protect public lands for families and providing more ways for people to learn more about and connect with them. As part of these efforts, NPCA will host a free, family-friendly event during National Park Week. Taking place within the proposed Rim of the Valley expansion, the event will provide engaging ways for attendees to experience firsthand the importance of protecting this place that could one day be part of the National Park System.

Nature Valley’s partnership and associated donation also supported two community events this winter that connected nearly 100 participants to the Rim of the Valley. Attendees learned about the birthplace of Los Angeles and other historical resources related to Latino, Hispanic and other cultures that will be protected in perpetuity by the Rim of the Valley.

These events and additional resources debuting this month are designed to help families connect with and explore nature. This initiative will help increase accessibility to nature like the wild spaces within the Rim of the Valley and provide more families with opportunities to visit this place themselves.

“Every family should have the opportunity to experience a national park,” said Theresa Pierno, president and CEO of the National Parks Conservation Association. “By protecting the Rim of the Valley we’re not just preserving the land – we’re ensuring that more people can enjoy and connect with spaces that reflect our history and culture, for generations to come.”

“Nature Valley is passionate about getting people outdoors, and helping families experience and build appreciation for the nature in their local communities,” said Kristin Atherton, senior director, brand experience, snacks of General Mills. “We are thrilled to sponsor an immersive event this year that brings families to the Rim of the Valley to experience nature together and learn about the importance of protecting it to support the Los Angeles community.”

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

###

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 boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2024 net sales of U.S. $20 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion.