Punters of the annual Parachute Music Festival may be accustomed to breakfasting on donuts and hot dogs, but a new sponsorship deal will see them faced with healthier choices at next year`s four-day event.

Sanitarium has signed on to become a Principal Sponsor of next January`s music festival, meaning they will be the official breakfast providers of Parachute 2011.

This new partnership also means Sanitarium will host a number of initiatives at Parachute 2011. `The Great UP&GO Volleyball Blast` will see punters playing against bands, while a Nutrition Competition will promote healthy eating to Festival attendees.
Sanitarium will also host a colossal `Weet-Bix For World Vision` breakfast on the Sunday of Parachute 2011, providing Festival goers with breakfast in exchange for a donation.

All proceeds of the breakfast will go towards World Vision`s development project with Parachute Music in Tubehoneza (Kigali, Rwanda).

Both Parachute Music and Sanitarium are excited about the new partnership.

Parachute Music Founding CEO Mark de Jong says, “We are delighted to be partnering with such an iconic Kiwi brand, and feel that both Parachute and Sanitarium have a lot to gain from this new agreement. Next year`s Parachute Festival will certainly be healthier with Sanitarium`s presence, and their strong social conscience aligns closely with our Festival values.”

Sanitarium Marketing Manager Mark Roper agrees saying “Parachute Music Festival has become a classic part of the Kiwi summer, and a real meeting place for the community. We`re looking forward to joining the thousands of festival goers and hope to add some unique Sanitarium flavour and inspiration to the event.”

Parachute 2011 will be held at Hamilton`s Mystery Creek from January 28-31.

About Parachute Music
Founded in 1989, Parachute Music is a charitable organisation dedicated to developing Christian musicians in New Zealand. The organisation`s annual Parachute Festival now attracts over 25,000 to Hamilton`s Mystery Creek each January, and Parachute Music also runs an Artist department which signs emerging artists to Booking, Management and Recording deals. To date, Parachute Music artists have won a combined seven NZ Music Awards.

About Sanitarium
Famous for Kiwi favourites like Weet-Bix and Marmite, Sanitarium has proudly been a 100% NZ owned company for more than 100 years. Focused on health and wellbeing, Sanitarium offers a variety of healthy foods, education resources and community programs such as the Weet-Bix Tryathalon series and Kickstart Breakfast in Schools, with the goal of inspiring Kiwis to experience healthy, happy lives.

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