Kellogg’s, a leading producer of breakfast foods, is tackling a social issue where it can have the greatest impact – hunger relief and breakfast programs. Their aspiration is to be the leading corporate advocate for breakfast globally.
To address the fact that one in eight people around the world face food insecurity each day, Kellogg’s launched a new global signature initiative, Breakfast for Better Days™ in 2013. The company set a target to provide one-half billion servings of breakfast to children and families by 2016. Through this program, Kellogg’s supports and promotes school-based “breakfast clubs”. In 2013, as part of its breakfast commitment, Kellogg’s provided funding for 98 breakfast projects in nearly 20 countries. In the U.K., Kellogg’s Give a Child a Breakfast campaign raises money for breakfast clubs through cereal sales. Since the program began in 2011, the company has distributed nearly $1 million (USD) to 1,100 breakfast clubs in the U.K. and Ireland.
Kellogg’s coordinated its first company-wide global service project for employees in 2013. Employees from 28 countries, in conjunction with Kellogg’s, donated nearly 100,000 pounds of food (much of it Kellogg Products) as part of World Food Day.
Working with key stakeholders, adopt business models and strategies that address systemic social, economic and environmental problems; scale solutions with customers and suppliers.