Steven B. Goldsmith

Editor, Short Persons Support

356 Hilltop Rd.

Toms River, NJ 08753


November 7, 2004

General Mills, Inc.
P.O. Box 1113
Minneapolis, MN 55440


To whom it may concern,


I am writing to express my outrage and the outrage of my readers concerning the latest Yoplait commercial.  The commercial shows two women at a wedding, commenting on how good it is to not be ushered by a shorter man. What is it about short men that make us unworthy of even being in a wedding party? 


Short Persons Support has received countless comments from short men who were shocked and dismayed that General Mills would publicly single them out as belonging to a lesser segment of society.  In four years of operation, no other commercial has elicited such a strong response.


General Mills has received many complaints from short men about their derogatory commercial.  Sadly, the company has not deemed it necessary to respond in any meaningful way.  Every one who contacted us reported receiving the same form letter:

Dear Mr. _________:

Thank you for contacting Yoplait.  We are sorry you were disappointed with our advertising for Yoplait yogurt.  Our intent is to encourage both potential and existing customers to use our products.  Your comments are important to us and will be carefully reviewed with our marketing and advertising staff. 

We appreciate your interest and hope you continue to enjoy our products.


Kimberly Rogand
General Mills
Consumer Services

Other letters were signed by representatives Jennifer Talbot and Gerald Vanberg but none had the decency to mention issue hat hand.  Some have suggested that the letters were not even read.

It is time for General Mills to explain their actions.   Perhaps the company is truly prejudiced against short men, does not respect them, and does not care about their business.  Or perhaps, as I would rather believe, General Mills misjudged the impact of their commercial and are sorry for the pain and degradation it caused. 

I am willing to provide a conduit an explanation.  If you respond to this letter, I will post your statement on Short Persons Support so you can make amends to the short male community.  The Web site receives about 1,500 visitors a day so your comments will be seen by the appropriate audience. 





Steven Goldsmith

Editor, Short Persons Support