Kellogg Case Study

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• Responsible Marketing & Promotions: Kellogg is committed to the responsible marketing and communication of its products. Their Worldwide Marketing and Communication Guidelines (WWMCGs) provide a consistent global framework for responsible marketing practices, including advertising and marketing approach for digital and traditional media, various promotional events and competitions etc.

• Safety and Quality: Kellogg’s reputation is dependent upon the safety and quality of the foods they make and sell around the world. Their comprehensive programs and processes are designed to maintain compliance with government regulations and they own strict quality and safety standards. Kellogg’s proactive food safety and quality approach starts at the
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They set this new target after achieving a 41.5 percent reduction of waste being sent to the landfills from 2005 to 2009 far exceeds the original 20 percent reduction goal. In addition to facility-based efforts, they continually work to improve the energy efficiency of methods for transporting supplies to facilities and foods to market. In the U.S., the Kellogg-operated truck fleet and 97 percent of contracted truck fleet are enrolled in the SmartWay program initiated by the U.S. Environmental Protection Agency. SmartWay is a partnership among government, business and consumers to help improve air quality and reduce fuel use. Around the globe, fresh water resources are under pressure from climate change, population growth, industrial and agricultural uses, and aging or inefficient infrastructure. It is down 11.68 percent since the baseline year of 2005. As part of their broad commitment to reducing hunger globally, Kellogg has long worked to minimize and recycle food waste. They also work to decrease other wastes from facilities or divert them for beneficial reuse of waste to landfill per metric tonne of…show more content…
Since 1906, the cereal boxes have been made with recycled content. They’ve expanded their commitments so that today, any forest-product-based packaging material they use which does not contain recycled content is made from certified sustainably grown virgin fibre. As a member of the Consumer Goods Forum, Kellogg has committed to continuing and even improving this sustainable packaging performance in order to help achieve zero net deforestation from tropical forests. They’ve also included packaging related commitments in their new 2020 Sustainability Commitments

• Employee Engagements: They have employee engagement teams at Kellogg locations all over the world working to build a sustainability culture within Kellogg. These GoGreen Teams, as they are often called, draw on the ideas of passionate employees and encourage people to make more sustainable choices both inside and outside of work.

Future Roadway for Sustainability at Kellogg
• Responsibly source, by 2020
• Corn, wheat, rice, potatoes, sugar (beet and cane), vanilla cocoa, fruits (berries, raisins/sultanas) and palm oil using a combination of certification and documented continuous improvement
• Validate social compliance across all direct suppliers

• Sustainable agriculture
Continue to help agricultural suppliers, millers and farmers to:
• Adapt and be resilient to climate

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