Page 5: Communities
Engaging with and improving the communities in which it operates is an integral part of Kellogg’s operations. The Kellogg Company prides itself in its legacy of behaving ethically and supporting CSR initiatives. Kellogg’s founder, W.K.Kellogg, used his fortune for the benefit of mankind. Kellogg’s seeks to continue this legacy by making a difference in the communities in which it operates. The focus is on projects where the company can make a real impact on issues close to its heart, namely food poverty and sustainable agriculture.
Kellogg’s food bank initiatives
Kellogg’s food bank initiatives across the world help engage communities and communicate food poverty messages. Kellogg’s central objective ‘is to convert every kilo of grain that they buy into food that can be sold.’ However, occasionally during the process of warehousing and transporting, packaging can become creased or crumpled. This prevents it being sold through supermarkets and other traditional outlets. Kellogg’s donates these products, plus annual cash donations, to food banks around the world. The food bank then redistributes these items to charities, voluntary organisation and breakfast clubs. In April 2013, the Guardian newspaper reported that a quarter of a million people in the UK were dependent on food supplied by food banks.
Kellogg’s is committed to working with farmers to achieve ‘sustainable agriculture’. This occurs when farmers are able to grow crops year after year without negatively affecting future generations. The yield from their land improves as does their income. If farmers fail to grow enough to sell they are forced to eat more of their own crops, giving them less to sell. Sustainable agriculture helps guarantee security to farmers and their families.
Kellogg’s started working with the charity Seeds for Africa in 2010 to develop sustainable agriculture projects in Malawi and Kenya. This partnership was featured on Kellogg’s Corn Flakes packets to helps raise awareness globally. The charity provides community groups with the tools and training they need to produce nutritious food that is secure and reliable.
In 2012 Kellogg’s developed its breakfast clubs initiative with Seeds for Africa in Uganda, Kenya and Zambia. Three breakfast clubs were set up. Researchers evaluated each pupil’s attendance and punctuality as well as records of their marks in Maths, English and Science exams before and after the clubs were set up. The results were impressive with the average attendance amongst the 30 children who attended the breakfast club increasing from 64% before the breakfast club to 94% after it was established. Exam marks increased from 47% to 57%. In addition, the teachers in each of the schools were asked to give each child a ‘wellbeing’ assessment from A to D – A being the highest. Before the breakfast club was established none of the pupils were given an A by their teachers and 20% got a B. After the club was set up 47% were assessed as an A and 43% as a B. These results were similar across the three breakfast clubs. Given the success of all of the projects, Kellogg’s is continuing to support Seeds for Africa.