“Bringing Our Best To You”
Executive Statement Company Profile Governance and Strategy Table: Progress and Performance Marketplace Workplace Environment Case Study: Employee-Driven Environmental Initiatives Community 22 4 6 8 11 12 16 18 21
Case Study: Employee Engagement 15
For more than 100 years, corporate responsibility has been at the foundation of Kellogg Company and a key part of our heritage and culture. We are pleased to share with you this executive summary of Kellogg’s first global Corporate Responsibility Report. This summary highlights key issues addressed in our full report, a 70-page document available in PDF at www.kelloggcompany.com/CR. The full report details our corporate responsibility approach, priorities and targets, and provides a baseline performance review. We hope this summary is useful to our stakeholders, including our consumers, employees, customers, investors, business partners, community members, and governmental and nongovernmental organizations. This summary and the full report cover Kellogg’s wholly and majority-owned operations, and complement other information about Kellogg available on our company Web site (www.kelloggcompany.com) and our nutrition Web site (www.kelloggnutrition.com). Data in this summary are for 2007, except as noted. Our full Corporate Responsibility Report was developed according to the Global Reporting Initiative (GRI) G3 Guidelines, which provide a recommended framework and indicators for reporting. The full report met a GRI-checked application level of “B.” More information on the G3 Guidelines and application levels is available at www.globalreporting.org.
W.K. Kellogg put his signature on every package of cereal to express his personal pledge to quality and nutrition. In doing so, he began building trust in the Kellogg brand. A century later, our vision is to be the food company of choice. Jim Jenness Chairman of the Board David Mackay President and CEO
Kellogg Company was founded to provide high-quality, nutritious and great-tasting food. W.K. Kellogg put his signature on every package of cereal to express his personal pledge to quality and nutrition. In doing so, he began building trust in the Kellogg brand. A century later, our vision is to be the food company of choice. But with so many choices available, why should consumers choose Kellogg? We believe it still comes down to trust.
We manage our company for long-term, sustainable growth using a proven business strategy. We avoid fads and shortterm thinking and set realistic targets. We are committed to innovation and to measuring our progress in achieving it. Kellogg has defined a set of values that truly do guide the day-to-day choices and actions of employees at all levels of the company. All of these elements of our culture, which are fundamental
Our brand is our promise. It says consumers can count on us to provide consistently high-quality, delicious and wholesome food. More and more, consumers also trust companies like ours to care about the things they care about. Beyond the product itself, this includes a wide range of social and environmental concerns that arise in our value chain, Kellogg Company’s 2008 Corporate Responsibility Report
to how we do business, are also drivers of corporate responsibility. They have inspired us to take significant actions on key issues, as described in this report. These actions include an industry-leading pledge on marketing to children, a pioneering move to provide consumer-friendly nutrition information on the front of food packages, and the establishment of ambitious environmental goals.
such as the impacts of agriculture and food processing on climate change, water availability and energy use, as well as food safety. Consumers are also increasingly concerned about global issues like malnutrition, obesity, public health and access to...