Twenty cyclists will raise funds for the Stellenbosch-based StartWell Foundation in a bid to fight malnutrition that affects millions of South African children.
Founded in 2018, the foundation, an NGO championing science-based nutrition to prevent childhood stunting, will take centre stage at the 2026 Cape Town Cycle Tour.
On Sunday 8 March 20 volunteer Cereal Cyclists will work together with the organisation, cycling not for medals or personal bests, but to raise funds for child stunting. This marks the inaugural year of the Cereal Cyclist initiative, transforming sport into social impact.
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Stunting isn’t just being shorter than other children; it’s a sign that a child’s body and mind haven’t had the chance to grow as they should. According to the World Health Organisation (WHO), a child is considered stunted if their height-for-age is more than two standard deviations below the healthy average. Stunting reflects more than malnutrition; it tells the story of lost potential, limited opportunities and the hidden struggles millions of children face every day.
Nearly 30% of South African children under five are affected; that’s over 2 million children which, if they stood hand-in-hand, would stretch from Cape Town to Musina. The scale of the problem is staggering and largely invisible to the larger part of our communities.
StartWell’s kids’ cereal is high in protein, low in sugar and scientifically formulated to provide an optimal amino acid profile, supporting muscle and cognitive development. Operating from offices in Springs and Stellenbosch, and guided by its values of dignity, evidence, care and measurable impact, the foundation is committed to ensuring every child has the chance to reach their full potential.
Every kilometre completed by a Cereal Cyclist and every rand donated through the GivenGain campaign directly supports the StartWell Foundation.
Donations provide nutrient-dense meals to vulnerable children in creches, preschools and feeding schemes across SA, along with caregiver education to ensure children receive the nutrition essential for healthy growth, brain development, and brighter futures.
Each Cereal Cyclist has committed to raising R20 000, with a minimum pledge of R5 000 through the GivenGain platform. Donations are Section 18A tax-deductible, giving supporters the chance to make a meaningful impact while enjoying a tax benefit. The public can join this mission by donating, sharing the story or cheering on the cyclists on race day.
“The Cereal Cyclists aren’t just riding – they are taking a stand against a crisis that shapes our nation’s future,” says Org van der Wath, founder of StartWell Foundation. “StartWell was born from a hard truth, not that children are failing to grow, but that our food systems are failing them. Through science, real food and measurable growth outcomes we are proving that stunting can be conquered. This initiative shows just how far we’ve come, and what’s possible when every child receives the nutrition they need to grow, learn and thrive.
“This is more than a race. It is a first-of-its-kind effort to bring national attention to a silent crisis.
“By supporting the Cereal Cyclists South Africans can make a tangible difference in a child’s life. One ride, one donation can change the course of a future forever.”
To donate, see the “Cereal Cyclists 2026” campaign on www.givengain.com.
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