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08/06/2021

Hy-Vee celebrates ‘Field of Dreams’

The private label cereal launches in time for Major League Baseball’s Field of Dreams baseball game scheduled to play at the corn stalk diamond from the movie on Aug. 12.
Dan Ochwat
Executive Editor
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Hy-Vee has released an exclusive cereal honoring the beloved movie “Field of Dreams,” starring Kevin Costner and Dwier Brown as his father in the touching baseball film.

The limited-edition cereal commemorates the Field of Dreams Major League Baseball game happening on Aug. 12, where the Chicago White Sox and New York Yankees will play at the famed field from the movie that was filmed in Dyersville, Iowa. Brown will be at the game and making appearances at select Hy-Vee stores. He’s been promoting the cereal through his social channels as well.

a man holding a sign posing for the camera

“‘Field of Dreams’ is a must-watch movie for baseball fans everywhere, and it’s an important part of Iowa history,” said Tina Potthoff, senior vice president of communications at Hy-Vee. “Hy-Vee is excited to be part of this celebration with Dwier Brown and share the Field of Dreams Corn Flakes with our customers across the Midwest.”

The Field of Dreams Corn Flakes cereal features Brown’s character from the movie on the box that also has a nostalgic feel to the packaging.

Hy-Vee has rolled out private label commemorative cereals before, such as a Hy-Vee brand cereal called Cousins CinnaMINN Snaps, featuring Minnesota Vikings quarterback Kirk Cousins, and sales of the item went to the Boys & Girls Clubs of the Twin Cities.

As in the case of that private label cereal, a portion of sales of Field of Dreams Corn Flakes will benefit Comfort Zone Camp, a nonprofit bereavement organization that helps children who experienced the death of a parent, sibling or primary caregiver. The nonprofit was founded in 1988 and has helped more than 20,000 children.

“‘Field of Dreams’ has not only changed my life, but has impacted the lives of so many others,” said actor Dwier Brown. “Over the years, I’ve been fortunate and humbled to hear the stories of loved ones lost and how something as simple as a movie has rekindled memories and joy. Our philanthropic partner, Comfort Zone Camp, works with children who have experienced devastating loss to rebuild trust and hope. Much like the movie, Comfort Zone Camp brings joy to replace pain, and I’m thrilled to be able to support them with this program.”