Hi everybody I'm

I'm brine Lewis a reporter here at Forbes joining me now is my

Forbes colleague reporter Matt Craig.

Matt thanks for coming on.

Thank you for having me, Bruny.

The Olympics are winding down and you're reporting why a Wheaties box is as good as gold for Olympic

athletes.

So talk about the value of appearing on the breakfast of Champions box.

Yeah, I think the biggest value is just the history, right?

I know when I was a kid walking through the grocery store I remember seeing every

athlete I could imagine on that box

That story is kind of true for every generation of athletes since, I mean, they had their first athlete on the box in

1934.

And so yeah, one of the experts I talked to for this story said, you just simply cannot buy that history and that legacy that

Wedes has. Every iconic American athlete, specifically American athletes that you can think of has pretty much all appear on that

we use box at one time or another and so yeah if you're on it now there's an association

with Michael Jordan's and Tiger Woods is,

because it is still a pretty elite club.

You know, they've had 100,

a little over 100 Olympians

and I don't know, maybe hundred other athletes so you're in a very

very small class with the best of the best they've always associated with that and so if

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