Cereal maker Kellogg announced in November that they would stop advertising on Breitbart.com, saying the news site’s values conflicted with its own.
“We regularly work with our media buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” a Kellogg spokesperson told Fortune in an e-mail statement. “This involves reviewing websites where ads could potentially be placed using filtering technology to assess site content. As you can imagine, there is a very large volume of websites, so occasionally something is inadvertently missed.”
The announcement set off a backlash from Breitbart’s millions of followers.
Kellogg’s is shutting down 39 distribution centers across the country, the embattled cereal giant announced this week, Breitbart reports.
— Breitbart News (@BreitbartNews) February 9, 2017
“While this is the right move for the company to achieve our long-term objectives, it was a difficult decision because of its impact on employees,” company spokesperson Kris Charles said, according to CNYCentral.
The Michigan-based company did not specify how many jobs would be lost during its year-long layoff plan, part of an initiative to shift toward a “highly efficient warehouse model.” Though as many as 1,100 full-time workers could be impacted, given Kellogg’s estimation that an average distribution center employs 30 full-time workers.
Kellogg’s stock saw a decline and its brand perception online took a deep negative nosedive last year following the cereal maker’s politically-driven attack on Breitbart News and its 45 million monthly readers. The company complied with demands from obscure left-wing advocacy groups, who pushed a social media campaign to coerce companies away from advertising on Breitbart.
Charles said Breitbart News and its tens of millions of readers “aren’t aligned with” the cereal maker’s “values as a company.”
Breitbart News launched its #DumpKelloggs petition, which has been signed by more than 430,000 people.
It was also reported that Kellogg’s politically-motivated nonprofit has close ties to radical anti-American billionaire George Soros, hate group Black Lives Matter, and deceased Cuban dictator Fidel Castro.
My household doesn't buy Kellogg's cereals because they donated nearly $1 million too black lives matter😂😂🤷🏿♀️
— Marcos (@MPDAWGG) January 25, 2017
The left wing campaign to coerce companies to pull their ads from Breitbart News has had “little to no impact” on the organization, Breitbart Editor-in-Chief Alex Marlow said at the time.