Kellogg's has released its fifth annual corporate responsibility report, shedding light on the company's efforts towards a range of social and environmental causes, including recycling and relieving global hunger.
The cereal and snack manufacturer analysed performance in four key areas: marketplace, workplace, community and environment.
"Driven by our belief in the power of breakfast, our social responsibility strategy emphasises hunger relief and complements our business as a food company," said John Bryant, president and chief executive officer, Kellogg Company.
Marketplace
- In 2012, Kellogg's Australia announced that it had successfully reduced the salt content of flagships brands Corn Flakes and Rice Bubbles by 20 percent. These latest reductions mean the brand has reduced salt content across its portfolio by up to 59 percent since 1997.
- The brand also entered into a partnership with digestive health charity, The Gut Foundation, in 2012, to help raise awareness of digestive health related diseases and educate Australians on ways to minimise health risks.
Workplace
- Kellogg's celebrated long term relationships with Australian farmers in 2012. Members of the Kellogg's team travelled across Queensland and NSW to present commemorative plaques to corn, rice and wheat farmers that have supplied grains to Kellogg's for more than 50 years each.
Community
- In October 2012, Kellogg's Australia entered into a partnership with OzHarvest and has donated more than five tonnes of breakfast cereal to the hungry across Australia.
- According to Kellogg's, its Breakfast Buddies program that enables schools and community groups in deprived areas to obtain free donations of breakfast cereal continues to grow. A national breakfast campaign in partnership with Woolworths gave the Breakfast Buddies initiative national exposure and facilitated 25 tonnes of cereal being donated across Australia and New Zealand. Kellogg's also regularly supplies free cereal to more than 200 schools
- The Kellogg's Australia Charitable Foundation continued its support of the Stephanie Alexander Kitchen Garden Foundation in 2012. Since the partnership began in 2009, the Foundation has contributed more than $450,000 to the group.
- Kellogg's has also donated 1.1 million servings of cereal through hunger and disaster relief efforts in 2012, through its support of Foodbank Australia.
- The company also launched its new Breakfast for Better Days campaign that will see one billion breakfasts and snacks donated to hunger relief efforts globally by 2016.
Environment
- The liner bags in Kellogg’s cereal are recyclable. However, as soft plastics are not supported by kerbside recycling it has meant consumers have not been able to recycle the inner liners. In 2012, Kellogg's entered into an agreement with Red Group’s RedCycle program that enables all soft plastics to be placed in recycle bins at Coles supermarkets.
- Kellogg ANZ has achieved its water reduction KPIs for 2012.
The 2012 Kellogg Company Corporate Responsibility Report is available online at www.kelloggcompany.com.