Breakfast of Champions?

I've had Wheaties occasionally over the course of my lifetime, not because they were touted as "The Breakfast of Champions", but because they appealed to my taste and were somewhat healthier than some of the sugar coated stuff that's on the market.

Wheaties began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: "Wheaties—The Breakfast of Champions." From that rather humble beginning, Wheaties has built a heritage that includes many of the greatest sports figures of all time.

This special package honoring Rafael Palmiero's achievement of reaching the 500 home run milestone was issued in September 2003 in celebration of Hispanic Heritage Month.

"Raffy represents the best ideals that Wheaties stands for," Wheaties Marketing Manager Brian Kittelson said. "He continues to quietly put up incredible numbers that will one day distinguish him as one of the best players of our time. We are very happy to welcome Rafael Palmeiro into the Wheaties family."

I am not ready to pass judgement on this man in light of what's come out about baseball's steroid debacle but I wonder if General Mills is going to change their criteria in selecting who to honor on their boxes of cereal. I hope that when all comes out he will be distinguished and not extinguished.

What would make him a true "Breakfast of Champions" kind of guy for me is to stand up and tell the truth.

I'm sure that I'll still continue to have a bowl of Wheaties once in a while but from now on when I look at the Champion who's pictured on the box, I'll take solace in knowing that he probably is not any different than you and me. He has his faults just like the rest of us.

General Mills, maybe it would be better suited if you changed the slogan for Wheaties to be "Breakfast of Chumps!"