Taking a Singular Approach to CSR
Originally published in Best Practice Autumn 2015 issue
Breakfasts for Better Days (BfBD) Kellogg’s hunger relief programme, started in 2013 with the clear intention of creating a single global focus for all of Kellogg’s CSR activities. Bruce Learner, Senior CSR and Partnerships Manager for Kellogg in Europe, the Middle East and North Africa, says :“For many years we had been doing a variety of different community initiatives all of which had merit and were impactful, but they were unconnected. We wanted to change the way we supported our communities and we wanted to make a bigger impact.”
It perhaps should come as no surprise given the company’s founder, WK Kellogg’s deeply-held commitment to helping others - especially children: “One of the most beneficial services that could be bestowed upon civilization is to make the lives of little children happier, healthier and more promising for their adult years.”
