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Our Vision Our Purpose Company Overview Our People Kellogg Canada is a wholly owned subsidiary of Kellogg Company and is the leading producer of ready-to-eat cereal in Canada. Kellogg Company is the world’s leading producer of cereal, second largest producer of cookies and crackers and - through the May 2012 acquisition of the iconic Pringles® business - the world’s second largest savory snacks company. In addition, Kellogg is a leading producer of frozen foods. In 2011, sales were more than $13 billion. Our Vision To enrich and delight the world through foods and brands that matter Our Purpose Nourishing families so they can flourish and thrive Company Overview W.K. Kellogg founded our company with his discovery of toasted flakes and a dedication to the well-being of others. Those toasted flakes became world-famous as Kellogg’s Corn Flakes* and our company has grown beyond breakfast into the leading food company it is today. For more than 100 years, families around the world have counted on Kellogg Company for great-tasting, high-quality and nutritious foods. Since that very first toasted flake, we’ve been guided by the legacy and principles of W.K. Kellogg who said, “We are a company of dedicated people making quality products for a healthier world.” Our People Kellogg Canada employees are dedicated to helping our company, and each other, achieve success in everything we do. As part of our vibrant culture, we take pride in our brands that have been loved for generations, and ensuring they inspire generations to come. Our Kellogg Values, known as K ValuesTM, are the heart of who we are, what we believe and what unites our diverse team. They reflect that how we conduct our business and treat one another is equally as important as what we achieve. Our K Values include: – Accountability – Humility and hunger to learn – Integrity and respect – Passion – Simplicity – Success Leading Brands Some of Kellogg Canada’s well-loved brands include All-Bran*, Corn Flakes*, Eggo*, Froot Loops*, Frosted Flakes*, Kashi*, Kellogg's* Two Scoops* Raisin Bran, Nutri-Grain*, Pop- Tarts*, Pringles*®, Rice Krispies*, Special K* and Vector*. Corporate Responsibility At Kellogg, we’re committed to building a strong company and well-loved brands, while doing what’s right for our environment and for society. Corporate Responsibility is part of our essence, instilled more than a century ago by our company’s founder W.K. Kellogg. Our global Corporate Responsibility Report reviews our approach, progress and future direction in four key areas: Marketplace, Workplace, Environment and Community. The report is available at www.kelloggs.ca. Nutrition Kellogg is committed to providing consumers with a wide variety of great-tasting, high quality foods that can be part of a balanced diet. In the past several years alone, Kellogg has renovated hundreds of products worldwide to lower sodium, sugar and fats, and increase fibre. A cereal breakfast is a great way to start the day: - Cereal is typically low fat, nutrient dense food with many essential vitamins and minerals. And, in addition to delivering important nutrients and essential vitamins such as iron, B vitamins and zinc, cereal also delivers the important benefits of grains, including fibre. - Cereal eaters, including those who eat “presweetened cereal”, actually have healthier body weights.1 - Cereal contains less than half the sodium of many popular breakfast items, including one slice of whole wheat toast, one croissant, one medium biscuit, one English muffin, and half a bagel.2 In fact, in Canada ready-to-eat cereal only contributes about 3 per cent of the sodium in the diet. - Canadians only get half of the recommended adequate intake levels of fibre in their diets.4 Starting the day with a bowl of cereal that has at least two grams of fibre will get people on the right track to meet their recommended fibre intake for the day. For more information about Kellogg Canada’s commitment to nutrition, visit www.kelloggsnutrition.ca. Communities We look for ways to make a positive and meaningful difference in the communities where we operate and where our employees live and work. In doing so, we focus on areas that relate to our business, especially breakfast programs, nutrition and malnutrition, and community development. We also support initiatives that expand opportunities for people of diverse backgrounds. Kellogg Canada has contributed more than $5 million in cash and product to various charitable organizations in the last eight years. Since 2005, Kellogg Canada has been a proud supporter of Active Healthy Kids Canada (AHKC) initiatives and sponsors their annual Report Card on Physical Activity for Children and Youth – an initiative designed to offer insight into how well the country provides physical activity opportunities for young people. Kellogg Canada is a charitable partner and proud supporter of Food Banks Canada, Breakfast Clubs of Canada and various local charities in the communities in which we operate. Our Kellogg Canada Care$ program recognizes the time and talents our employees contribute to our communities by donating funds to eligible organizations where they volunteer. Kellogg Firsts From the discovery of toasted flakes to being the first company to fortify our cereals, Kellogg has historically been a leader in nutrition, innovation and marketing. And we’re not about to stop. Our company history is filled with firsts including: – The first packages of Kellogg’s cereal were made from recycled paperboard (1906) – First high-fibre cereal - Kellogg’s Toasted Bran Flakes (1915) – First dietitian hired in the food industry (1923) – One of the first companies to print nutrition messages, recipes and product information on the back and side panels of cereal packages – Tony the Tiger became Kellogg’s Frosted Flakes “official Spokes-Tiger” (1952) – First 100-percent fortified cereal created for consumers - Product 19® (1960s) – Kellogg’s Corn Flakes were eaten aboard Apollo 11, the first lunar landing – Pringles was the first saddle-shaped potato chip to be packaged in a unique cylindrical can that preserved freshness and protected against breakage (1968). Kellogg acquired the Pringles business in May 2012. – First cereal to contain psyllium, an ingredient that helps lower cholesterol – All-Bran® Bran Buds® (1992) – Vector® Meal Replacement was formulated to meet the nutritional needs of active, health- conscious Canadian adults (1999) – Pioneered the use of Guideline Daily Amounts front-of-pack, fact-based information to help consumers make informed choices about how the key nutrients in each product fit in a balanced and healthy diet (2005) Recent Awards/Honors Forbes Magazine – Kellogg ranked #4 on the publication’s 2012 list of America’s “Most Reputable Companies” Fortune Magazine – Kellogg ranked 5th among global consumer food products companies on the publication’s 2012 list of “World’s Most Admired Companies” Interbrand Annual Top 100 Global Brands – Kellogg ranked #34 in Interbrand’s annual ranking of the Top 100 Global Brands in 2011 Interbrand Annual Top 100 Global Green Brands – Kellogg ranked #36 on Interbrand’s list of Best Global Green Brands for 2011 Maclean’s Magazine – Kellogg Canada was included on the 2012 Maclean's/Sustainalytics list of the 50 Most Socially Responsible Companies in Canada Marketing Magazine – Kellogg Canada ranked #3 on the 2012 Marketing/Leger Corporate Reputation survey Reader’s Digest Canada – Kellogg Canada was voted Canada’s most trusted brand of breakfast cereal in the 2012 Reader’s Digest Canada Trusted Brands poll Legal Leaders for Diversity – Kellogg Canada was honoured with the Zenith Corporate Social Responsibility Award for Diversity Action by Lawyers – Group in 2011 Please visit www.kelloggs.ca for more information about our company and our brands. 1 Albertson AM et al. Ready-to-eat cereal consumption: Its relationship with BMI and nutrient intake of children aged 4 to 12 years. JAM Diet Assoc 2003, 103: 1613-1619. 2 Canadian Nutrient File 2007b. 3 F itness of Canadian children and youth. Statistics Canada, Catalogue no 82-003-XPE. Health Reports, Vol 21, no. 1, March 2009. 4 Institute of Medicine. (2005). Dietary Reference Intake for Energy, Carbohydrate, Fibre, Fat, Fatty Acids, Cholesterol, Protein, and Amino Acids (micronutrients). National Academics Press. .
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