Dive Brief:
- Kellogg has pledged to reduce its carbon footprint, move to sustainable sourcing, and push its supply chain to reduce carbon emissions.
- The promise from the world's largest cereal manufacturer follows extensive pressure from environmental groups and consumers for Kellogg to be more environmentally friendly.
- Among the specifics promised by Kellogg: a move to responsible sourcing of its top 10 ingredients by 2020, and an additional 15% decrease in energy usage and greenhouse gas emissions.
Dive Insight:
The big winner here is the planet. But congratulations are also due to Oxfam, which has pushed the world's largest consumers of agricultural goods to drive a more green outlook through their supply chain.
Kellogg's announcement comes just weeks after General Mills made a similar pledge (and Oxfam promised to increase pressure on Kellogg). Now, we can assume that the eight remaining companies on Oxfam's list of the 10 worst offenders -- Associated British Foods, Coca-Cola, Danone, Mars, Mondelez International, Nestlé, PepsiCo, and Unilever -- will face additional stress to put pressure on their suppliers.