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Image: Students at St Alfege School in Greenwich, UK take part in the Kellogg's Breakfast Club | Kellogg's
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Ahead of his main stage talk at SB'19 Detroit, we caught up with Cahillane to find out what’s in store. While he didn’t reveal the details, here’s what we learned.
With breakfast cereal as one of the US’ most deeply engrained food traditions,
it’s great to see momentum from companies that will help kids and families start
the day right. Since 2016, The Kellogg Company has worked hard to improve
its commitment to local communities with a focus on food security and education;
in 2018, it added a goal to achieve 100 percent reusable/recyclable or
to the mix. On Monday, June 3, at SB’19
Detroit, CEO Steve Cahillane
will announce the next step in Kellogg’s quest for sustainability.
Ahead of his main stage talk in Detroit, we caught up with Cahillane to find out
what’s in store. While he didn’t reveal the details, here’s what we learned.
Steve Cahillane: As a global food leader, we believe strongly in the
important role our company and our foods play in fighting hunger and feeding
potential. Our passion for and commitment to this work comes to life in multiple
ways through our Breakfasts for Better Days™ global signature cause
platform. Together with our colleagues, customers, government leaders, partners
and people who enjoy our foods, Kellogg is helping to make sure there is enough
food for everyone in a world with a growing population and increasingly limited
And we’re making a difference. In fact, we’re far ahead of schedule in achieving
our current commitments, reaching more people with greater impact than we had
anticipated at this point in time. In 2016, we announced a new commitment to
create 3 billion Better Days by the end of 2025. Since then, Kellogg has
delivered more than 1.2 billion Better Days, or 40 percent of our 2025 goal, in
just two years by:
Donating 1.1 billion servings of food (44 percent of goal);
Reaching 1.1 million children with nutrition education and feeding programs
(55 percent of goal);
Supporting 322,000 farmers (64 percent of goal);
Securing 18,100 volunteer days (40 percent of goal); and,
Engaging 135.4 million people in the journey to address food security (45
percent of goal).
But we know we can do more. At Sustainable Brands ’19 in Detroit, we’ll unveil
our new commitments to drive positive change for people, communities and the
planet by the end of 2030.
SC: We have many examples of how our purpose-driven brands are making a
For every package of our W.K.
and granola sold in Europe, we make a donation of 10 pence (about
USD$0.15) to projects that promote sustainable agriculture and provide
breakfasts for people in need.
In the US, our Kellogg’s® brand donated USD$1 million to No Kid
Hungry to expand
school breakfast programs. As a result, 155,000 more children received a
free school breakfast during the 2017-2018 school year.
We’ve also recently co-launched Bright Start, a unique public-private
partnership to address morning hunger in India, where 70 percent of
children are undernourished. Kellogg pledged to provide 1,000 tonnes of
whole-grain, vitamin- and mineral-fortified food (the equivalent of
USD$100,000). Our partners committed to develop a pilot project using this
food and their in-kind services to test innovative approaches to solving
SC: From our earliest days, Kellogg has been a purpose-driven organization.
Our founder, W.K. Kellogg, was an early conservationist and a leading
philanthropist. He instilled in us the understanding that a critical part of
running a good business is also doing good for society.
As a result, we’ve long understood that our abilities to make a difference in
people’s lives and to win in the marketplace are completely intertwined. That’s
why our Heart & Soul strategy is foundational to our company’s Deploy for
Growth Business Strategy, as shown below. It guides us to always make sure that
our company and business practices deliver benefits to people, our communities
and the planet. We do so by nourishing with our foods, feeding people in need
and nurturing our planet, all while living our founder’s values. Our Heart &
Soul strategy comes to life through Breakfasts for Better Days.
Image credit: Kellogg
SC: We know we can’t achieve our commitments alone. That’s why Kellogg has
long worked with our colleagues, supplier partners, customers, government
leaders, NGOs, people who enjoy our foods and others to improve lives and the
planet we all share.
Our employees have always embraced our company’s values and demonstrated that we
are a company with a heart and soul every day. In the past two years, we have
been especially excited by the level of employee engagement in Breakfasts for
Better Days. They logged 18,100 employee volunteer hours during that time, which
is 40 percent of our end of 2025 goal.
Employees at our Canadian headquarters office near Toronto adopted the
Burnhamthorpe Public School with 635 students — ages four to 10 —
located in a community where one in three people struggle with poverty.
Twice a week, Kellogg employees volunteer at the school’s breakfast club.
Since launching the program in the beginning of the 2018 school year,
student participation in the school breakfast program has increased.
Kellogg South Africa employees spent International Nelson Mandela
Day volunteering at a local school where our company sponsors a breakfast
club. The team served breakfast to the students and then renovated and
painted two classrooms, in keeping with the spirit of the day that positive
change begins with small actions.
In honor of World Children’s Day in April, employees from our Latin
American headquarters in Mexico volunteered their time to prepare cereal
donation packages for nearly 20,000 children at 51 schools. Employees also
wrote personal caring and motivational messages on every package.
Kellogg employees and their families volunteered at Dublin’s Cross
Care Youth Center, sorting and packing foods for impoverished families for
the Christmas and New Year’s holidays.
We also continue to be proud of the many partnerships we’ve forged with
customers, NGOs and others to help advance this important work. We’ll be
profiling four of these programs and discussing what we’ve learned about
creating mutually beneficial partnerships at a Sustainable Brands ’19 breakout
session on Tuesday, June 4.
SC: Since 2013, when we introduced Breakfasts for Better Days™,
we’ve focused our Heart & Soul strategy on driving the transformational change
needed to address the worldwide issue of food security. We’ve taken this
approach because, like the United Nations Committee on Food
Security, we at Kellogg see food security as a holistic
issue. It goes beyond feeding hungry people to “making sure that all people, at
all times, have physical, social and economic access to sufficient, safe and
nutritious food that meets their dietary needs and food preferences for an
active and healthy life.”
Because our Heart & Soul strategy is foundational to our Deploy for Growth
business strategy, this approach is embedded across the company and embraced
around the world. Research shows that people want to work for companies with
shared values, and our colleagues have clearly embraced our pillars of
nourishing with our foods, feeding people in need, and nurturing our planet,
while also living our founder’s values. They regularly bring forth ideas for how
their brands or functional teams can help our company achieve our commitment to
create 3 billion Better Days by the end of 2025.
Of course, this work also has to continually evolve to address societal needs.
We’ll be talking more about how we plan to build on our current successes and
take our impact to the next level at Sustainable Brands ’19 on June 3.
Published May 22, 2019 5am EDT / 2am PDT / 10am BST / 11am CEST
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.