MLK Holiday Breakfast will be broadcast live on radio – MSR News Online

Valerie Jarrett

This year the motivational messages that honor Dr. Martin Luther King, Jr. at the Minneapolis MLK Holiday Breakfast on Monday, January 16 will be available to listeners on 830 AM WCCO Radio starting at 8 am.

Held at the Minneapolis Convention Center, the annual breakfast is sold out for people attending in person. Tickets to virtually attend the hybrid event are available until midnight tonight for $30 and can be purchased at

Sponsored by United Negro College Fund, supported by General Mills, and backed by other Twin Cities businesses, this year’s breakfast will feature Valerie Jarrett, a former senior White House advisor to President Barack Obama the current chief executive officer of the Barack Obama Foundation.

Jarrett’s message and other events will be carried on WCCO Radio starting at 8 am and last for an hour and a half.

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“So many people can’t come; they might be cautious because of Covid or don’t have transportation and our elders can’t always get out. But they can listen and be uplifted!” said Sheletta Brundidge, host of “The Sheletta Show” on WCCO Radio and founder of the podcasting network

Sheletta got the idea to broadcast the breakfast during a recent meeting with Mollie Wulff at General Mills, which is a sponsor for her podcasting platform and a partner in her community outreach efforts.

While at headquarters, Wulff told Brundidge of the long history between General Mills and WCCO Radio. An early version of the corporation, then known as the Washburn Crosby Company, acquired WCCO Radio in 1924 as a vehicle to advertise its flour and baking products. The station’s call letters still harken back to the Washburn Crosby name.

Submitted photo Sheletta Brundidge

“I was inspired by that and hatched a plan with Mollie to carry the breakfast live so everyone could hear it for free. I took the idea to my boss Brad Lane at WCCO Radio and he thought it was great. I want to be a connector in the community, bringing together big corporations and the media to make a positive impact for my people. My heart is full.,” Brundidge said.

In addition to showcasing youth musicians like Nunnabove and featuring speakers who will share Dr. King’s legacy, the annual Minneapolis MLK Holiday Breakfast has inspired action and proven to be a powerful fundraiser for the UNCF which provides college scholarships to Twin Cities students in need.

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“Last year when it was a virtual event, we raised over $500,000. We expect to do even better this year when we can be in person as well as virtual,” said General Mills spokesperson Wulff. “Over the life of the breakfast since beginning the partnership with UNCF, we’ve raised nearly seven million dollars. The funds are used to sponsor deserving Twin Cities students to get to and through college, as well as to support programs and academic institutions supported by UNCF.”

To listen to the annual Minneapolis Dr. Martin Luther King, Jr. Holiday Breakfast, tune in to 830 AM WCCO Radio on Monday morning January 16 from 8-9:30 am. You can hear it on the radio or stream it online at

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