Dive Brief:
- Kraft Heinz said the $200 million investment will help support its vision “To Be the Best Food Company, Growing a Better World,” according to Food Business News.
- To meet its goals, the company will concentrate on three areas: Global hunger and malnutrition, supply chain sustainability and the environment.
- Kraft Heinz will donate 1 billion nutritious meals to those in need by 2021. Its sustainability efforts will include the acquisition of only 100 percent sustainable palm oil and prohibiting the use of child and forced labor in the gathering of palm oil, as well as committing to the humane treatment of animals.
Dive Insight:
Kraft Heinz's decision to invest in areas that are important to the public's social conscience could be a savvy marketing move for the company. The food manufacturer first started a corporate-responsibility program in 2015 and has been working to broaden its targets during the past several months, according to industry analysts. This announcement goes a long way in showing its commitment to these goals.
In announcing its initial program back two years ago, the company pledged to achieve 15% cuts ingreenhouse gas emissions, energy consumption, water use and solid waste sent to landfills.
A 2015 Cone Communications/Ebiquity Global CSR Study revealed 84% of consumers around the globe said they seek responsible products whenever possible. Many consider sustainability efforts when buying food, so this move could pay off for Kraft Heinz. But as a growing number of large food and beverage manufactures trumpet their environmental or social programs, the benefits a business might received from its efforts in the past may not be as substantial today. At the same time, failing to embrace these practices valued by the public could hurt the food and beverage maker if its competitors are choosing to implement them into their operations.