{"id":7511,"date":"2009-05-11T14:00:19","date_gmt":"2009-05-11T13:00:19","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=7511"},"modified":"2009-05-10T19:07:41","modified_gmt":"2009-05-10T18:07:41","slug":"kelloggs-sustainability-might-produce-results","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/kelloggs-sustainability-might-produce-results\/","title":{"rendered":"Kellogg’s Sustainability Might Produce Results"},"content":{"rendered":"

Everyone, but everyone, remembers Victor Kiam<\/a>.\u00a0 \u201cI liked the shaver so much, I bought the company\u201d.\u00a0 You don\u2019t get that kind of personal endorsement from many CEOs.<\/p>\n

Another business owner who literally branded his product himself was WK Kellogg<\/a>.\u00a0 As early as 1903, he personally signed every box of Corn Flakes produced as a guarantee of quality.<\/p>\n

He also pioneered a number of areas to promote healthy lifestyles, including endorsing minimal sugar and meat consumption and plenty of exercise.<\/p>\n

From such an auspicious start it was disappointing to read that Ethical Corporation<\/a> has criticised the company’s first, Corporate Responsibility report as \u201cmissing snap crackle and pop\u201d<\/a>.<\/p>\n

So I thought I\u2019d take a look at the company\u2019s website offering to see if this mirrored the criticisms of the sustainability report. <\/p>\n

Kellogg\u2019s: No front door but nice decor<\/h3>\n

As always, the first thing I looked for was how to get to the company\u2019s sustainability section from their homepage.\u00a0 This wasn\u2019t immediately obvious but finally I spotted a small \u201cView our responsibility report\u201d<\/a> link.<\/p>\n

This navigates to a well presented page intended to be an introduction to the company\u2019s PDF report<\/a>.\u00a0 However, it\u2019s a much better homepage for the overall sustainability section than the real one<\/a>, which is little more than a collection of links.<\/p>\n

The layout of the sustainability section is very pleasing on the eye as well.\u00a0 A simply five section menu bar across the top with menus in the left margin and illustrative content in the right.<\/p>\n

The use of colours is nicely balanced as well.\u00a0 Menu items and text are in grey and black on a white background, while headings and pictures add the splash of colour.<\/p>\n

Kellogg\u2019s : So nearly seamless<\/h3>\n
\"\"<\/a>Kelloggs Sustainability Report Homepage<\/a><\/div>\n

Next I went in search of Environment content.\u00a0 Clicking on a \u201cmore information\u201d<\/a> link caused me to jump rather unexpectedly from one section of the website to another.<\/p>\n

Nothing particularly wrong in that, but the style sheet changed at the same time.\u00a0 This is a cardinal sin in website design when done without warning and it was a few moments before I realised I hadn\u2019t be transported to a completely different website.<\/p>\n

Eventually, I discovered this major Environment content I\u2019d found my way to is part of the site\u2019s \u201cWhat\u2019s On\u201d<\/a> section.\u00a0 However, there is no mention of the environment on the \u201cAll of what\u2019s on\u201d<\/a> page, despite is obviously being a major set of content.<\/p>\n

Inspired by this experience I next in search of other content which, while broadly sustainable, wasn\u2019t obviously promoted as part of Kellogg\u2019s sustainability offering.<\/p>\n

There\u2018s a surprising amount, a whole section on health to start with.\u00a0 Food manufacturers are always in the unenviable position of being able to trumpet the direct effect they have upon their clients\u2019 health.<\/p>\n

Yet despite having a whole section devoted to Health and another reserved for Health Care Professionals, these are not referenced or linked to from the Kellogg\u2019s sustainability section.<\/p>\n

Kellogg\u2019s : Could the sun dawn on something better?<\/h3>\n
\"\"<\/a>Kelloggs Sustainability Report Global Manufacturing Data<\/a><\/div>\n

The final feeling is that Kellogg\u2019s have a patchwork approach to their website content.\u00a0 There is good stuff out there, but they\u2019ve not managed to stitch it all together into a coherent whole.<\/p>\n

This leaves a feeling that the website is inconsistent in the message it’s delivering, leading to the conclusion that the content wranglers don’t quite understand what they’re trying to achieve.\u00a0 However there is the glimmer of something new happening on the horizon.<\/p>\n

Kellogg\u2019s first Corporate Responsibility Report, criticised for \u201clacking Snap Crackle and Pop\u201d, has figures in it about the waste and water use and a section devoted to the sugary-cereal issue of obesity.<\/p>\n

This is good stuff.\u00a0 The report, like the website, is long on intention and short on fact.\u00a0 But the desire to publish figures and tackle controversial issues shows that Kellogg\u2019s, while initially sluggish, may eventually tackle sustainability in a proper and co-ordinated way.<\/p>\n","protected":false},"excerpt":{"rendered":"

Everyone, but everyone, remembers Victor Kiam.\u00a0 \u201cI liked the shaver so much, I bought the company\u201d.\u00a0 You don\u2019t get that kind of personal endorsement from many CEOs. Another business owner who literally branded his product himself was WK Kellogg.\u00a0 As early as 1903, he personally signed every box of Corn Flakes produced as a guarantee […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,23],"tags":[54,350,2371,2381,2391],"class_list":{"0":"post-7511","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-csr","8":"tag-corporate-social-responsibility","9":"tag-ethical-corporation","10":"tag-kellogg","11":"tag-kelloggs","12":"tag-victor-kiam","13":"entry"},"yoast_head":"\nKellogg's Sustainability Might Produce Results - Corporate Eye<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/kelloggs-sustainability-might-produce-results\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kellogg's Sustainability Might Produce Results - Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"Everyone, but everyone, remembers Victor Kiam.\u00a0 \u201cI liked the shaver so much, I bought the company\u201d.\u00a0 You don\u2019t get that kind of personal endorsement from many CEOs. 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