Roz Groenewoud earns celebrity status as newest face on General Mills food products

As one of Canada’s gold medal hopefuls at the 2014 Sochi Winter Games, Rosalind (Roz) Groenewoud is rapidly becoming a role model to a generation of young female skiers. Of note, the former gymnast and basketball player may also become part of their breakfast routines. With her image gracing the cover of Chocolate Cheerios boxes in Canada, her celebrity status is on the rise.

In addition to Chocolate Cheerios, her image also graces boxes of Oatmeal Crisp cereal and Nature Valley Granola Bars. She is one of a handful of Canadian athletes continuing in the tradition of being features on General Mills Canada food products prior to an Olympic games.


With General Mills Canada having enjoyed a partnership with the Canadian Olympic Team that has spanned more than a decade, the firm has renewed its sponsorship agreement. With the agreement extended until the 2016 Rio Summer Games, other female athletes will proudly follow in Groenewoud’s footsteps.

Another chapter in her exciting sojourns to Sochi involved mega-retailer Target. Having recently expanded to Canada, their sponsorship of Groenewoud signifies a breakthrough. Of note, she is the first Canadian athlete, male or female, to have earned their sponsorship. This adds to a list of sponsors which also includes Kombi and Spyder.


Hailing from British Columbia, the 23 year-old has competed in all four corners of the globe claiming two gold medals in the 2012 X-Games Super Pipe (Aspen, Colorado and Tignes, France), the 2012 AFP Halfpipe Overall ranking and a second place finish during the 2012 Winter Dew Tour.

In addition, she would also claim gold in the 2011 FIS Freestyle World Ski Championships. Like many athletes, superstitions are also compose an aspect in her competitions. Whether it be the use of Moulin Rouge lipstick or purple undergarments, once she graces the hill, she is known affectionately as Roz G. She has also garnered media attention from Teen Vogue and Fitness.

When she is not competing, she can be found in the classroom. In the same spirit as other female snow-sports athletes, such as fellow Canadian Kelsey Serwa, she is managing competition and academics. Studying math and physics at Quest University in Squamish, British Columbia, her academic ambitions include completing a Liberal Arts Degree in Science

Heading into Sochi, emotions will certainly be high for Groenewoud. Appreciating the jubilation of being a half pipe world champion, she has also had to cope with the desolation of losing her close friend Sarah Burke. Competing at the X-Games a week after her untimely loss exemplified the courage and character that Groenewoud possesses. She would dedicate her gold medal victories in her memory. To this day, Burke’s name is carried on her helmet.

With halfpipe being introduced in Sochi, it would be a tremendous part of her legacy to be the first competitor to grab the gold medal in the event. Also an athlete ambassador for Right to Play, she is a strong woman looking to set a positive example for young women who want to chase their dreams. Proving that women can be athletic yet feminine, Groenewoud’s positive messages already make her a champion in the hearts of her fans. Having the opportunity to now be part of Canadian breakfast tables, a new legion of fans is likely to follow.