Page 4: External stakeholders
External stakeholders are ones who are outside of the organisation. Kellogg’s key external stakeholders include customers, suppliers, communities and charities. Kellogg’s uses a variety of communications approaches to engage with its different external stakeholders. For example, regular case studies in The Times 100 help the company to engage with young people through educational materials that help to explain the values and goals of the organisation.
Kellogg’s engages with communities through its breakfast clubs. Independent research shows that children who have breakfast at the start of the day are able to concentrate for longer by maintaining their energy at school. Kellogg’s therefore supports, through donations of cereals and money, breakfast clubs in schools across the UK to make sure that all children have a healthy and nutritious breakfast.
Kellogg’s engages with customers and potential customers through its advertising campaigns. For example, TV and print adverts and the use of social media such as Facebook and Twitter. These are all platforms used to create two-way engagement with customers about its products as well as its CSR initiatives.
Another important stakeholder group is suppliers. Kellogg’s is committed to an ethical supply chain and has a Supplier Code of Conduct that all its suppliers must abide by. This code requires all Kellogg’s suppliers to comply with fair labour practices and ethical business standards. These particularly focus on environmental and health and safety issues.
Kellogg’s has a number of farmer development programmes to engage suppliers. A key objective of these programmes is to reduce poverty and promote economic development, thus supporting Kellogg’s K-Values and vision. For example, in rural regions of Mexico Kellogg’s supports the sustainable production of amaranth, an ancient grain thought to be a staple in the diets of the Incas and Aztecs. Kellogg's is one of several funders of Mexico Tierra de Amaranto (MTA), which teaches community members how to grow and harvest amaranth, use the plant in cooking and baking, and sell the foods they make. The programme has been particularly successful in giving rural women a means to earn incomes for their families.