Modern society depends on prosperous communities that care for all of their members. Business organisations can play an important role in creating and developing such communities.
This case study focuses on how Cadbury Trebor Bassett provides a positive role model and acts as a benchmark in how to exercise Corporate Community Investment (CCI).
Cadbury Trebor Bassett (CTB) is the UK confectionery division of Cadbury Schweppes, one of the world’s leading manufacturers of soft drinks and confectionery e.g. sweets, and chocolate. CTB is the UK’s leading confectionery manufacturer, producing favourites such as Cadbury Dairy Milk, Roses, Bassett’s Liquorice Allsorts and Trebor Extra Strong Mints.
What is Corporate Community Investment
Corporate Community Investment involves business organisations recognising that they have a responsibility both to their local areas and society in general. For a company, being socially responsible means using its resources and its influence to shape the lives of fellow citizens for the better.
The Cadbury Schweppes group has a Corporate Community Investment strategy of ‘Creating Value in the Community’. This focuses on creating community partnerships that generate real, sustainable added value in:
- education and enterprise
- health and welfare
- the environment.
EIRIS (Ethical Investment Research Service) survey 2002 commended the company for its carefully structured community involvement programme. CTB is also a member of the Business in the Community PerCent Club, CTB’s community contribution was around 2 per cent of its UK pre-tax profits.
In 2001 CTB launched its Community – ‘You Can Make A Difference’ programme to maximise the impact of the business, its employees and community partners. Over 1,500 of the company’s 7,000 workforces have been involved so far.
Cadbury Schweppes’ core purpose is ‘Working together to create brands people love’.
The organisation’s success in meeting this purpose can be measured in terms of the value created for shareholders. However, this success is achievable only if the company respects its commitment to every one of its stakeholders.