Kellogg Company, this company was founded on Feb 19, 1906 by “Will Keith Kellogg”, doing business as Kellogg’s, is an American international food manufacturing company headquartered in Battle creek, Michigan, United States. World’s leading breakfast cereal manufacturer – Since 1938 it has opened manufacturing plants in UK, Canada, Australia, Latin America and Asia • manufactures in 19 countries and sells in more than 160 countries in 2012, Kellogg’s became the world’s second largest Snack food company (after PepsiCo) by acquiring the Pringles Potato Crisps brand. Kellogg company named as one of the 2013 World’s most ethical company by the Ethisphere institute- 5th time Kellogg’s has been recognized with this honor. Kellogg’s produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods.
Cereal includes All-Bran, Corn Flakes, Corn Pops, Froot Loops, Kellogg’s Frosted Flakes, Kellogg’s Krave, Mini-Wheats, Rice Krispies, Special K.1
VISION ; PURPOSE
Our Vision: To enrich and delight the world through foods and brands that matter.
Our Purpose: Nourishing families so they can flourish and thrive.
We are a company of promise and possibilities. Each day represents a fresh opportunity to share Our Vision, live Our Purpose.
By being mindful and committed to these ideals, we uphold our founder’s dedication to people and their well-being. And we promote an environment where we can push beyond boundaries and across borders to create foods and brands that help to fuel the best in everyone everywhere.2
Our values are part of our DNA. They guide the way we work with our business partners, within our communities and with each other.
Through integrity, accountability, passion, humility, simplicity and a focus on success, we have created a vibrant company culture where ideas can blossom, people can thrive and success can flourish.
• Kellogg’s market leading position and reputation- built on its commitment to ethical business practices and its values-based culture.
• K-Values: values that guide decision-making and shape the way an organization behaves.
• Kellogg’s K-Values guide the way the company interacts with all of its stakeholders.
• Kellogg’s products manufactured in 18 countries and sold in more than 180 countries.
• Kellogg’s has to manage its relationships with a variety of stakeholders around the world.3
Interacting with stakeholders
Stakeholder engagement, building two-way relationships with its stakeholders, is a key aim for Kellogg’s. Two-way relationships help build trust between Kellogg’s and its stakeholders. Each stakeholder group has different needs. Engaging with each group individually helps Kellogg’s ensure these needs are met. As with any business, its owners are a major stakeholder group. However, Kellogg’s does not focus on pleasing shareholders at the expense of other stakeholders. Kellogg’s uses a variety of strategies to maintain positive relationships with its stakeholders. For example, Kellogg’s commitment to its stakeholders and ethical practices is demonstrated through its Corporate Social Responsibility (CSR) initiatives. CSR focuses on improving the lives of communities in which the organization operates. Kellogg’s has identified four pillars to its Corporate Responsibility strategy:
• Marketplace ambition – meeting the needs of customers. Selling them safe, high quality products whilst engaging in ethical and responsible marketing.
• Environment ambition – using scarce resources carefully whilst also reducing environmental impacts and supporting sustainable agriculture.
• Community ambition – contributing to the communities in which the company operates, concentrating on nutrition and physical fitness.
• Workplace ambition – supporting a talented and diverse workforce which values diversity and inclusion, abiding by best practice labor standards.
Kellogg’s focuses its CSR activity on initiatives that benefit stakeholders across these pillars. For example, Kellogg’s Breakfasts for Better Days campaign communicates important information about the benefits of starting the day with a healthy breakfast. It engages stakeholders across three of these pillars – customers, suppliers that provide the ingredients so Kellogg’s can guarantee the nutritional content of its products and also the communities in which it operates where the campaign’s messages are communicated. A key part of the campaign is Kellogg’s support for school breakfast clubs to ensure that every child in the UK gets a good start to the day.
An important part of managing the needs of stakeholders is understanding that different stakeholder groups can sometimes have conflicting interests. It is therefore essential for Kellogg’s to consider how it can best balance different stakeholder aspirations.
Examples of conflicting stakeholder needs include: