The Campbell Family of Brands
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THE Corporate EXAMINER SPOTLIGHTS The Campbell Family of Brands In each issue of the Corporate Examiner, ICCR will feature a corporation and its work to advance ESG issues. Following is a conversation with Dave Stangis, Niki Kelley and Patricia Zecca of The Campbell Family of Brands. The Campbell’s Soup Company, founded in 1869, is an iconic American brand immortalized in pop art by Andy Warhol. Does this legacy influence you to show leadership within the food sector? Dave Stangis, Vice President DAVE: The Campbell Family of Brands has Patricia Zecca, Nutrition Niki Kelley, Manager - CSR Program Manager Program Office - Public Affairs and Corporate earned a place of trust in our consumers’ Responsibility hearts and minds. That trust is a paramount consumer promise that informs our where we live and work. The concept of NIKI: My participation in the Water behavior and practice every day. Quality a Human Right to Water Policy first arose Roundtable was a great example of how and safety will always be job one. The in our periodic conversations with ICCR we approach stakeholder engagement, and heritage of our brands is rooted in goodness members and shareholders. Reflecting on was an invaluable experience that allowed while nourishing the future and sets an the UN resolution recognizing water as an me to gain a better understanding of how expectation that Campbell will demonstrate undeniable human right as well as our own communities are impacted by water issues. leadership both in our sector as a food goal to be a role model in stewardship of Hearing from members of water-impacted company and in corporate citizenship the resources we touch in our business, it communities provided me with information as a leading global company. We’re made sense to our sustainability leadership that I was able to bring back to Campbell contemporizing our brands and bringing team. and share with our team so that we can more innovative products to appeal to We have set public goals for water sav- make more informed decisions related to today’s consumers, and the next generation, ings and have integrated year over year our sustainable agriculture practices. all around the world. water reductions into Campbell’s balanced One recent example of the power of scorecard. We are working with our growers stakeholder engagement involves a pro- Can you tell us about Campbell’s recent to optimize water use and yield and we view cess we embarked on to define sustainable decision to adopt a Human Right to Water the policy as a reminder of our near-term ef- agriculture priorities. In 2011, a series of Policy? Why was this undertaken and forts and our long-term development plans. 50 stakeholder interviews with farmers, how do you see it impacting Campbell’s We hope it inspires other companies within agriculture suppliers, retail and food service operations and, more broadly, the and outside of our sector to consider the companies, and NGOs focusing on the food sector? importance of water wherever they operate. environmental and social impacts of farm- ing was conducted by Campbell’s Manager Campbell’s participated in ICCR’s February of Agriculture Sustainability Programs. The DAVE: Whether fruits, vegetables, grains or protein, water plays a critical role in 2013 Water Roundtable. How will your results of the interviews were used in our the growing, harvesting and preparation participation in the RT, which focused on strategic planning and we are already seeing of our soups, sauces, juices and baked building bridges between companies and results. goods. Water is also critical to our water-impacted communities, inform future growers, suppliers and the communities decision-making related to Campbell’s water use? THE CORPORATE EXAMINER • 17 How are your strategies improved through 100,000 hours of new physical activity to provides vouchers for nutritious food and direct consultation with your investors? Camden youth and exposed 600 children nutrition counseling. Our WIC eligible prod- to the first city-wide after school program ucts, include Campbell’s® Tomato Juice, DAVE: I am a firm believer in the power of stressing nutrition education and soccer. V8® 100% Vegetable Juices, Pepperidge strong, 2-way consultations with investors. We have also provided structured nutrition Farm® 100% whole wheat and whole grain My conversations with ICCR members education to more than 100 teachers. breads, and Pace® Salsa. Currently 60% began as soon as I came to Campbell and of all states include at least one variety of they continue today. These dialogues help What is Campbell’s doing differently in the our whole grain bread, and 70% of states advance our understanding of emerging way of product offerings, formulations and include Campbell vegetable juices and/or issues and raise topics for discussion marketing to address childhood obesity? salsa to be purchased as part of the WIC internally. The dialogues challenge our food package. thinking and provide the opportunity to PATRICIA: Campbell has more than 600 Our Healthy Corner Store Initiative share our point of view on a range of topic products, over 90% of our portfolio, that is bringing a new model to Camden that to a group of stakeholders invested in our are ≤ 200 calories per serving and more evolves many of the hundreds of corner company’s long-term future. than 300 products that are ≤ 100 calories stores (Camden has only one full-service per serving including a variety of juices, grocery store) into local sites for healthy How is Campbell’s working to reduce beverages, bakery and other products. Soup food access. We have already created 16 obesity, particularly childhood obesity, is at the core of our product portfolio and new Healthy Corner Stores in Camden. which has become a national health care research supports that when people eat a Including our 5 program sites within the crisis? low-energy-dense, high-volume food like community, close to 13,000 residents now soup before a meal, they are more likely have access to healthy food in their neigh- PATRICIA: Campbell’s Nutrition and Wellness to eat less at that meal overall. Vegetable borhoods. website is designed for consumers and products are often low in energy density and health care professionals. The content increased intake may protect against weight What tools has Campbell’s developed to highlights the role of Campbell products gain. Campbell’s offers nearly 170 products advance its CSR and sustainability goals? in helping meet the 2010 Dietary with a full serving of vegetables. Guidelines for Americans. We dedicate Campbell is a charter participant in The DAVE: Our goal from the beginning was an entire section of the website to weight Children’s Food and Beverage Advertising to build a CSR and Sustainability strategy management information, recipes, and a Initiative (CFBAI) which was launched in for Campbell that delivers meaningful, variety of healthy menu plans that can help 2006 with the goal of shifting the mix of measurable and differentiated Business, meet weight loss or maintenance goals. We advertising primarily directed to children Brand and Societal value by optimizing and provide advice and simple ideas to empower to encourage healthier dietary choices and leveraging the power of Campbell people, better dietary choices and increase physical healthy lifestyles. Campbell only advertizes culture, core competencies and innovation activity. We also publish an e-newsletter to children products that meet the CFBAI’s against some of our communities’ principal which provides science based nutrition strict uniform nutrition criteria. challenges. content, tips and recipes that help put the We have created internal cross-functional Dietary Guidelines into action. Beyond philanthropy, what is Campbell’s teams, quarterly reporting requirements, Campbell’s Healthy Communities doing to increase access to nutrition by training modules and communication strate- program partners with a range of stakehold- making healthier foods more affordable for gies to help drive this strategy. Additional ers and the greater Camden community to economically vulnerable communities? tools include an emerging issues monitor- address the health and wellness of Camden, ing process and regular reviews of external New Jersey’s young people. Our goal is to PATRICIA: Campbell’s recommends that our profiles to drive continuous improvement. “Measurably improve the health of young healthy products be priced in line with our Better data is the next frontier. We have people in our hometown communities by regular products. We also offer dietitians embarked on a pre-assurance process for reducing childhood obesity and hunger by coupons for our healthy products to share our key environmental metrics and we are 50% in the next ten years.” In the first 2 with their clients and participate in various analyzing data from our grower network to years alone, we have brought more than promotional trade programs. identify opportunities to reduce water and Campbell also participates in the Special fertilizer use while optimizing yield among Supplemental Nutrition Program for our tomato growers. Women, Infants, and Children (WIC), which 18 • THE CORPORATE EXAMINER.