Posts Tagged ‘Kraft’

Kraft Foods Announces Carbon Footprint after Multi-year Study

Wednesday, December 21st, 2011

Kraft Logo 300x116 Kraft Foods Announces Carbon Footprint after Multi year Study

On December 14th, Kraft Foods shared their results of a multi-year study of the company’s total footprint on climate change, land, and water use. Kraft Foods, in partnership with Quantis Inc, was reviewed and analyzed by World Wildlife Fund and the University of Minnesota’s Institute of the Environment. The results, although not surprising, validated that Kraft Foods needs to  focus on working towards sustainable agriculture.

The results found that over 90 percent of Kraft’s carbon footprint comes from outside of their plants and offices – nearly 60 percent is from farm commodities, more than 80 percent of its land impact is from agriculture, and 70 percent of its water footprint comes from growing raw materials.

“Having the ‘big picture’ of our total footprint—from farm to fork—validates the focus of our sustainability efforts, particularly advancing sustainable agriculture,” says Roger Zellner, Kraft’s sustainability director for Research, Development & Quality. “Experts say climate change, land and water use may be among the biggest challenges in feeding a world of 9 billion people in 2050. As we continue our sustainability journey, we now have more insight into where we can make the greatest difference.”

“This study shows that to make meaningful change and conserve nature’s valuable resources, companies need to work with their suppliers to reduce the impact of producing raw materials,” says Dave McLaughlin, VP of Agriculture at World Wildlife Fund. “This means forging long term partnerships based on shared objectives, creating a transformational supply chain, a key strategy of WWF’s market transformation initiative.”

Kraft, which is the largest packaged food company in the country, said, “while the company does not own farms, the survey supports the work of its sustainable agriculture efforts on key commodities to improve crop yields, reduce environmental impacts and improve the lives of many of the farm workers and their families.”

The press release states that based on 2010 figures, Kraft Foods has set the following goals for 2015:

  • Increase sustainable sourcing of agricultural commodities by 25 percent
  • Reduce energy use in manufacturing plants by 15 percent
  • Reduce energy-related CO2 emissions in manufacturing plants by 15 percent
  • Reduce water consumption in manufacturing plants by 15 percent
  • Reduce waste at manufacturing plants by 15 percent
  • Eliminate 50,000 metric tons (100 million lbs.) of packaging material
  • Reduce 80 million km (50 million miles) from its transportation network

Although Kraft has a lot of work to do towards becoming more sustainable these next few years, they have already made significant progress  towards reducing energy, CO2 emissions, water, waste, packaging and transportation across its global operations.

  • Energy use is down 16 percent
  • CO2 emissions are down 18 percent
  • Incoming water is down 30 percent
  • Net waste is down 42 percent
  • Packaging is down 100,000 metric tons (200 million lbs)
  • 96 million km (60 million road miles) have been removed from its transportation/distribution network

New Packaging Leads to Increase in Sales

Tuesday, December 15th, 2009

greener packaging New Packaging Leads to Increase in Sales

Companies are always looking for ways to better market and revamp their products.  However, the answer isn’t always in altering the product itself.  This can be especially true if your customer base is extremely loyal to your current product.  A perfect example of this is when Coke tried to edge out Pepsi by reformulating it’s Classic Coca-Cola into its “New Coke.”  The result was a complete marketing failure as loyal Coke followers were outraged by the decision ultimately leading to the reintroduction of the original recipe.  So where do companies gain a marketing edge if they aren’t altering the product? It comes from new and innovative packaging.  Many companies have turned to this approach to give their classic products a new edge on the competition.  Here are a few recent examples.

Heinz worked extensively to redesign it’s ketchup bottle so that it would stand upside down.  This made for easy use as the ketchup was always near the opening.  It’s vacuum seal also helped eliminate mess.

HeinzKetchup New Packaging Leads to Increase in Sales

Kraft was another company that benefited from redesigning its packaging for Chips Ahoy.  It’s old packaging opened from the side and lead to stale cookies.  The new packaging  allows for a resealable top flap that eliminates staleness and increases the ease of use.

chips ahoy New Packaging Leads to Increase in Sales

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Companies Utilize Social Media Networks for Cause Marketing

Wednesday, June 10th, 2009

Cause marketing is nothing new, but it has been increasingly growing in popularity for companies to both give back to the community and to get their names out there.  It is seen as a marketing campaign, but the money used is not just being spent on promotions, it is being used to help others.  This makes cause marketing a truly great idea.

cause marketing facebook Companies Utilize Social Media Networks for Cause Marketing

A new trend that we are starting to see is companies implementing cause marketing through popular social media networks, such as Facebook and Twitter.  These social media networks connect millions of people across the world quickly and easily.cause marketing twitter Companies Utilize Social Media Networks for Cause Marketing

Just last month, Target’s “Bullseye Gives” campaign allowed Facebook users to go on Target’s Facebook page and vote for which charity (from a list of ten) that Target will donate $3 million.  Users were allowed to vote once a day, and the amount of money each charity was given was determined by the percentage of votes that they received.  Better yet, each time someone voted, it would show up in their newsfeed for all of their friends to see.  This is a tremendous word-of-mouth tool for praising Target and their acts of social responsibility.  Target’s “Bullseye Gives” campaign resulted in 167,000 Facebook users who came together to vote over 291,000 times.  Now that’s getting their name out there.cause marketing target bullseye gives campaign Companies Utilize Social Media Networks for Cause Marketing

cause marketing kraft share a little comfort campaign Companies Utilize Social Media Networks for Cause MarketingTarget is not the only company that uses social media networks, like Facebook, to broadcast their charitable efforts.  Kraft also did well with their “Share a Little Comfort” campaign.  They offered to donate up to one million boxes of Kraft Macaroni & Cheese to needy families, depending on the number of “statuses” or “tweets” shared by users on Facebook and Twitter.

Using popular social media networks for cause marketing can really help companies get their name out there and give back to the community, but they must be careful as to not come off as spam.  If consumers think that you are just trying to sell more of your product and don’t actually care about the charities, your campaign will be a setback for your branding efforts.  But if you follow in these companies footsteps in finding the perfect mix of social media promotions and charitable donations, you could gain a considerable amount of customer and brand loyalty, while still knowing that you are helping others.<–>