The dairy checkoff-founded GENYOUth organization and Campbell’s Chunky are hosting an e-sports initiative that will raise money to deliver 100 million meals, including milk, as part of its COVID-19 Emergency School Meal Delivery Fund to help tackle hunger in schools, said Dairy Management Inc. (DMI), Rosemont, Ill.

The “Chunky Million Meals Challenge Madden NFL 21 presented by Target” will be played in EA SPORTS Madden NFL 21. The competition has sponsorship support from the checkoff’s Undeniably Dairy campaign, as well as the NFL, CSL Esports, Doritos and Bose, DMI said. NFL players who serve as Fuel Up to Play 60 ambassadors will participate along with Madden NFL professionals.

“The tournament will be an effective way to have authentic conversations about the critical hunger situation students and schools are facing every day,” said New York dairy farmer Audrey Donahoe, who serves on GENYOUth’s board of directors. “This is another example of the checkoff’s work with younger consumers to have conversations with them about dairy and dairy farmers, in places and events that are familiar to them.”

Undeniably Dairy will share dairy-relevant messaging and create moments to bring awareness to farmers’ longtime commitment to hunger, DMI said. The “Raising Gallons” video, which DMI created in partnership with state and regional checkoff organizations, will be part of the content. The video supports the checkoff’s goal of getting nutritious dairy to food-insecure Americans.

Throughout the tournament, which begins Dec. 19, viewers will be encouraged to donate to GENYOUth to help tackle food insecurity at or by texting MEALS to 20222 for a one-time $25 donation. More information about the tournament and registration information can be found at

“COVID-19 has had a devastating impact on schools, as they are in desperate need of equipment and resources to feed the one in four children who now live in food insecurity,” said Alexis Glick, CEO of GENYOUth. “For many kids, school meals are their only access to daily nourishment.”

To learn more about GENYOUth, visit For information about the dairy checkoff, visit