Sustainability in the Food Industry: A CSR Comparative Analysis of Four Food and Beverage Industry Companies By: Emily Morris This report is a comparative analysis of four large companies in the Food and Beverage industry and their Corporate Social Responsibility (CSR) reports. The four companies that this report will analyze are Coca-Cola, Campbell’s, General Mills, and Starbucks. All four of these companies have been named to Corporate Responsibility Magazine’s annual 100 Best Corporate Citizen lists for 2013 and three of the companies were also named to the 2014 list. Ceres in a non-profit organization who partners with investors, companies, and public interest groups to help expand and implement sustainable business practices around the world. The Food and Beverage sector has been recognized as the leader in meeting the Ceres Roadmap’s disclosure expectations. As the leader in disclosure, this sector is considered a good example of what disclosures should look like. This report begins in Part 1 with the Ceres disclosure expectations for the Food and Beverage sector and Ceres findings regarding disclosure in this industry. Part 2 will be an analysis of each of the four companies’ CSR reports. Finally, Part 3 will compare the reports and determine how these four companies are comparatively doing in their reporting. This report will analyze these CSR reports in an attempt to shed light as to why Starbucks was not listed on CR’s Top 100 list in 2014. I. Ceres Disclosure Expectations In 2010 Ceres released the 21st Century Corporation: The Ceres Roadmap for Sustainability (the Roadmap), to help businesses integrate sustainability practices “from the boardroom to the copy room.” The Roadmap focuses on four key areas, (1) governance, (2) stakeholder engagement, (3) disclosure, and (4) performance. Ceres believes that sustainability needs to be the foundation of the 21st century corporation and that corporations are the key to turning climate change problems into opportunities. The report has 20 key expectations but performance is the biggest priority. Ceres says that tangible performance results “will be the ultimate measure for evaluating a company’s progress toward achieving sustainability.” The Food and Beverage sector is especially vulnerable to climate change risks and therefore has a vested interest in implementing sustainability measures in order to help ensure long-term sector success. Ceres has found that the Food and Beverage sector is the leader across the Roadmap disclosure expectations, 54% of companies in this sector are performing in Tiers 1 and 2 for the Roadmap’s governance expectations, and 79% have programs to reduce GHG emissions. Ceres reports the key areas of improved performance in this sector are stakeholder engagement, employee training and support, and supply chain performance. This sector now needs to focus its efforts on water management and human rights, its two most challenging areas that show declines in performance on expectations. 1 In 2012 Ceres released an assessment of how companies are progressing in implementing sustainability and their uses of the Roadmap framework. This assessment has applied a tiered approach in assessing company performance. There are four tiers: Tier 1: Setting the Pace; Tier 2: Making Progress; Tier 3: Getting on Track; and Tier 4: Starting Out. The Food and Beverage Industry is one of the priority sectors that gets specifically analyzed in this report. The analysis shows areas of leadership and innovation but has an overarching conclusion that three is a long way to go to meet the 2020 timeframe. II. Company CSR Reports a. Coca-Cola The Coca-Cola Company is the world’s largest beverage company with more than 500 brands, 700,000 system associates, and 250 bottling partners operating in over 200 countries. The companies 2020 Sustainability framework is called “Me, We, World” and provides Coca-Cola’s 2020 Sustainability Commitments. Coca-Cola’s 2013/2014 Sustainability Report starts out with a letter from the Chairman and CEO, Muhtar Kent. He emphasized the importance that sustainability has in the longevity of the company. Kent says that sustainability efforts “have an essential role to play in helping to mitigate risks and create new business opportunities.” Coca-Cola focuses on three areas of its’ business that Kent believes will have the most long-lasting impact. Kent refers to these three areas as the three W’s: Women, Water, and Well-Being, each of these falls in to one of the three areas of the Sustainability framework. These three areas each have their own overarching goal. For Women, it is to economically empower 5 million women entrepreneurs within Coca-Cola’s value chain by 2020. The Water goal is to return to communities and nature an equal amount of water used in its beverages and their production, by 2020. The Well-Being goal deals with nutrition, physical activity programs, and recycling. Coca-Cola has a goal of supporting physical activity programs in each of the 200 markets they serve, and are presently serving 290 programs in 125 countries. The packaging initiatives hoped to source 25% of plastic from recycled or renewable material by 2015 but have only reached six percent to date. Kent recognizes the importance of collaborating with Coca-Cola’s bottling and industry partners, non-governmental organizations, universities, and government agencies to achieve the sustainability goals of Coca-Cola. He calls this the “collaborative power of the ‘Golden Triangle’” which Kent says is business, government and civil society. The Golden Triangle partnerships are imperative to making a material difference in today’s health and environmental issues. The last thing mentioned in the opening letter from Kent is Coca-Cola’s 2020 Vision Goal. The vision goal is a chart that lists six vision P’s: Profit, People, Portfolio, Partners, Planet, and Productivity. For each vision there are goals, system priorities, and metrics. This vision goal seems to align with the Ceres Roadmap for Sustainability and particularly the Road to 2020: Corporate Progress on the Ceres Roadmap for Sustainability. 2 Coca-Cola has transitioned to applying the Global Reporting Initiative (GRI) G4 reporting guidelines for their sustainability reporting. This has been applied to its value chain by recognizing the five topics most important to the Company and its stakeholders: active healthy living, human rights, packaging, product and ingredient safety, and water stewardship. These priorities have significant impacts at every stage of the value chain. The rest of the report is broken in to four areas: Me, We, World, and Reporting. The following is a breakdown of those four areas. The Me section focuses on well-being and product and ingredient safety. As we all know, there is a global problem with obesity and sedentary lifestyles. Coca-Cola is not a company known for its healthy beverage choices, so as health and wellness becomes more important to consumers and shareholders, Coca-Cola has had to recognize what people want and have responded by providing low-or no-calorie beverages in every market, supplied transparent nutrition information on the front of packaging, supported physical activity programs in every country where it operates, and have ceased advertising to children under the age of 12. While these are all great things, it is important to note that only 800 of the companies 3,500 drink choices globally, are low-and no-calorie. Coca-Cola was smart to focus on physical activity to fight obesity instead of healthier food choices, since that would obviously pose a risk to its’ business. Product and ingredient safety is being supported through making sure all suppliers are meeting Global Food Safety Initiative Standards (GSFI), providing transparent nutrition information about all products for consumers, and committing to making sure all ingredients used are safe, and focusing on the sweeteners used in most beverages. The We section focuses on building stronger communities. By teaming up with other organizations and partners across the Golden Triangle, Coca-Cola has been able to provide women around the world with skills and opportunities to better support their families. The program 5by20 has a goal of empowering 5 million women by 2020. The Company has $100 million initiative with International Finance Corp. to provide financing and business skills training for businesses operated by women entrepreneurs across the value chain. In 2011, Coca-Cola formally endorsed the UN Guiding Principles on Business 3 and Human Rights and has since implemented all three components of the Principles and is working with suppliers and bottling partners to help them implement the UN Guiding Principles. The Report provides the percentage of suppliers, bottling partners, and company-owned facilities that are complying with the Workplace Rights Policy and the Supplier Guiding Principles. The company continues to give money to relief work, access to critical medicine and medical supplies and through the Coca-Cola Foundation donates at least 1 percent of the yearly operating income. The World section focuses on protecting the environment through water stewardship, sustainable packaging, climate protection, and sustainable agriculture. CocaCola has reduced its water use since 2004, showing an 8% decrease. They have also replenished an estimated 108.5 billion liters of water through 509 community water projects. The water stewardship initiative is progressing strongly through the Golden Triangle partnerships that “encourage the systematic adoption of effective national policy and water management practices around the world.” Sustainable packaging is one of the most important sustainability efforts for the Company. The progress toward a completely recycled bottled hasn’t been great but they continue to encourage recycling in order to increase the supply of recyclable materials. Coca-Cola protects the environment through partnerships with the World Wildlife Fund, installation of HFC-free coolers, increasing energy efficiency, and the conversion of service vans into fuel-efficient hybrid-electric vehicles. The sustainable agriculture strategy is to develop sustainable agriculture crops, sustainably source the key agricultural ingredients, and continue to foster the key partnerships with companies like PwC and TechnoServe who have extensive experience in sustainable agriculture. The final section of the report is Reporting. Coca-Cola has been working with Ceres for more than a decade. Ceres has helped the company to transparently report to stakeholders and to convene with stakeholders in order to discuss the key areas of importance and concern for them. The company recognizes that stakeholders want to see tangible progress through key metrics and milestones. The long-term success of the company is fostered through effective governance, ethical behavior, accountability, and transparency. The company rewards employees for performance in operating the business in a profitable and sustainable manner. This report is extremely detailed providing all of the programs, their progress, and the partnerships in a way that makes you feel like you know everything that the Company is doing and where they are planning on going. b. Campbell’s Campbell’s is a global company with 20,000 employees, operating in 14 countries, and selling products in 100 countries with annual sales of $8.1 billion. Campbell’s Corporate Social Responsibility Report is broken down in to five sections: leadership, strategy, performance, opportunities, and reporting. 4 The leadership section starts out with President and CEO, Denise Morrison’s letter to shareholders stating that this report outlines the progress in advancing the 2020 Agenda, which established four sustainability and corporate citizenship goals. These four goals are to (1) cut the environmental footprint of our product portfolio in half through water consumption reduction and greenhouse gas (GHG) emission reductions; (2) improvement of the health of young people in the companies hometown communities; (3) provide consumers with nutrition and wellness choices in our product portfolio; and (4) leverage CSR and sustainability as key drivers of employee engagement and performance. The next section explains Campbell’s corporate governance structure. It is encouraging that the company has a VP of Environmental Programs and a VP of Public Affairs and Corporate Responsibility who report the company’s progress on sustainability to the Audit Committee and the Board of Directors annually. The last part of this section is a list of the numerous awards Campbell’s has won for their sustainability programs. The strategy section opens with Campbell’s CSR approach, noting that in order to be successful in today’s market companies must be proactive and that means responsible corporate behavior that is “focused on accountability, transparency, and engagement.” CSR and sustainability at Campbell’s mean advancing global nutrition and wellness; helping build a more sustainable environment; and honoring its’ role in society, from the farm to the family. Each year the company conducts a strategic planning process where it determines “key business and functional-unit strategic plans and annual performance goals.” The strategic plan for CSR and sustainability has four key pillars, nourishing our planet, consumers, neighbors, and employees. Campbell’s seems to have a great governance structure to make sure their CSR strategic plan is being implemented effectively. The CEO heads the CSR Steering Committee which is made up of senior executives who are informed about CSR performance and provide input on how to further the strategic plan. Additionally there is a Sustainability Leadership Team that defines and reviews the sustainability strategy. The company seems to have a robust system of gathering information from consumers, stakeholders, employees, and supply chain partners to determine the key issues everyone is concerned with and then balancing those issues against the impact on the company’s business. The next section is a performance measurement. This section opens up with an example of the company’s sustainability progress by highlighting its Napoleon, Ohio processing plant. The plant has 60 acres of solar panels, a recycling program that is currently recycling 89 percent of the plants waste, and an anaerobic digester, the flagship project that is taking the plants waste and creating electricity that is then used to power the plant. A big component of implementing CSR is tying progress to performance and Campbell’s is doing that through its balanced scorecard that ties incentive compensation for employees to CSR and sustainability metrics. The rest of the section is scorecards (like the one to the right) for different sections of the company, providing quantitative 5 data over a four-year period. The scorecards are a great resource but it might be even better if the company provided some analysis of what the numbers represent. The opportunities section lays out the opportunities CSR and sustainability offer to Campbell’s. The first opportunity the company sees is nutrition and awareness. The Company is dedicated to providing healthy and nutritious food choices to consumers while helping to educate them so that they can make informed food choices. This effort includes supporting school nutrition programs by providing choices for children that are healthy, nutritious, appealing to children, and still attractive to food services operators. The nutrition program extends beyond the choices offered, through Campbell’s numerous programs that provide recipes and tips on how to live a healthier life. Nutrition is one of the keys to addressing obesity and heart disease. Campbell’s has shown their commitment by reducing sodium throughout its’ product portfolio and by providing consumers with fruits, vegetables and whole grains. Food safety and quality is also identified as an opportunity but there are no real specific improvements shown, it mostly seems like fluff. The sustainable agriculture opportunity lists the key measurements and metrics it wants to reach by 2020. These areas are GHG emission reductions, water use reduction, and a reduction in nitrogen fertilizer. The next couple pages discuss Campbell’s community outreach programs as well as the company culture and ethics. The company emphasizes that it is committed to engaging its suppliers to implement CSR and sustainable practices to create a more sustainable supply chain. The company does this through a Supply Base Requirements and Expectations Manual that suppliers must follow and by setting actionable goals for suppliers to meet. Transportation is another key area that Campbell’s has been focused on. The company has removed more than 20,000 trucks from the road, reduced the CO2 emissions by 27,000 tonnes and saved more than 34,000 gallons of diesel fuel. The resource stewardship sections lays out the company’s progress in reducing their energy use, GHG emissions, water use, waste reduction and packaging weight reduction. The last section is about reporting. The company prepared this report using the Global Reporting Initiative (GRI) G3 Sustainability Reporting Guidelines and the GRI Food Processing Sector Supplement. Starting on page 110 the company provides a GRI Index that shows whether for each profile disclosure whether the information reported was full, partial or not reported. Finally the last two pages provide the company’s sustainability scorecard and the CSR performance scorecard. Overall I think these last couple pages are some of the most valuable information in the report because you can see exactly what was reported and the progress that’s been made over the last four years. c. General Mills I find it so interesting how far General Mills has come since the “Junk Food Convention” where the then CEO shut down the meeting and said that if junk food is what the consumers want, then that is what GM will continue to provide. General Mills has been publishing annual Global Responsibility Reports since 2009. The current Chairman and CEO, Ken Powell wrote in his opening letter to stakeholders in the 2014 Report that the company’s five key focus areas are health, environment, sourcing, workplace, and community. He also notes that the highlights for 2014 report are GM’s 2010 sourcing 6 commitment, health profile improvements, and water stewardship efforts. Powell recognizes that in order to have long-term success in the global food business, companies need to focus on how to “balance the need to produce more food for the world’s growing population with the need to conserve and protect the natural resources on which [their] business depends.” GM’s response to that is its’ 2020 commitment to sustainably source 100 percent of its’ 10 priority ingredients. This report starts out in the introduction by saying that “General Mills has been fulfilling our mission of Nourishing Lives - making lives healthier, easier, and richer – for 147 years.” This statement makes me very skeptical of what I’ll find in the rest of this report since I know that just 16 years ago consumer’s health was not a priority. I think it’s promising that GM partnered with Forum for the Future a nonprofit sustainability organization to conduct a materiality assessment. Seven issues emerged from that assessment: heath and nutrition wellness, diverse consumer needs, food safety, commodity pricing and availability, water stewardship, transparency, and biotechnology. This list is very similar to the concerns the other food companies in their reports also found most important. GM’s commitment to health is based on providing convenient, nutritious foods to consumers and helping to educate them about exercise in order to help people lead a healthier life. There’s a lot of fluff information about how GM is addressing nutrition concerns, saying that 73% of US retail sales volume have been nutritionally improved since 2005. A big part of that improvement is the use of whole grains in GM products, the reduction of sugar in cereals, and the reduction of sodium by 20% in the top 10 product categories by 2015. 100 percent of GM’s facilities have certified using globally recognized food safety criteria. Finally this section details GM’s efforts in education on nutrition and its’ commitment to help kids lead healthier lives. The second section of the report is about the environment and GM’s goal of continuing to reduce its environmental footprint. The report lists two key business strategies for reducing its’ environmental impact: (1) Continuous Improvement which focuses on loss elimination and prevention; and (2) Holistic Margin Management which takes information from across the company to understand the value drivers for the brands and eliminate non-value-added costs. The company has installed new meters and sensors at production plants to help better monitor and reduce water usage. The company made slight progress in reducing resource usage in operations, but pointed to the Yoki/Yoplait acquisition as the reason for the nominal improvement. One of the coolest uses of waste they mentioned was the use of peanut shells compressed into logs as biofuel to fuel the Yoki facility in Brazil. The company also started a pilot program experimenting with semi trucks powered by compressed natural gas. These trucks are expected to travel 7 an additional milion miles per year and reduce diesel consumption by 600,000 liters annually. General Mills has committed to sustainably source 100 percent of its’ ten priority ingredients by 2020, which represents more than 50% of its’ annual raw material purchases. This starts by working with smallholder farmers in developing countries to implement sustainable agriculture that will improve the quality of ingredients and the incomes of the farmers. Sustainable agriculture is also being focused on in the United States by making farmers aware of the impacts their farming has on the environment and educating them on how to farm more sustainably. The report also notes that the company has identified the key watershed areas and the water risk in those locations, and is now on to phase 3 which is collaboration with partners to implement best practices, and set sustainability targets. The last two things mentioned in this section are respecting human rights in the supply chain and protecting animal welfare. The final two sections of the report are workplace and community. The workplace section is a focused on building a strong workplace that has clear expectations for ethics and compliance, diversity, inclusivity, safety and respect for employees. The company extends its mission to nourish lives through its’ philanthropic efforts focused on alleviating hunger, improving education, and strengthening communities. One of the most important factors to a sustainable corporation is adequate corporate governance. GM has a Chief Sustainability Officer and a Director of Sourcing Sustainability that’s sole responsibilities are making sure that GM is doing its best to actually implement and improve its sustainability initiatives and practices. The end of the report provides the same charts, that Campbell’s provided, that show what they reported and the progress they’ve had in certain areas over a 10-year period. This report probably surprised me the most with how comprehensive it was. This is definitely a good example of the type of report Ceres is looking for companies to provide. d. Starbucks The final report this paper analyzes is the Starbucks 2014 Global Responsibility Report. This report was chosen for a little different reason than the first three. The first three companies were selected because they were on Corporate Responsibility Magazine’s list of the top 100 Corporate Citizens for both 2013 and 2014. In contrast, Starbucks was chosen because it was ranked 39th on the 2013 list but then does not even make the 2014 list. Before I even start this analysis it is important to note that the previous three reports were all over 100 pages long and this report is only 19 pages long, but we can try not to judge based on the length of the report. The 2013 report was 28 pages long, making it seem unlikely that the length of the report caused Starbucks to drop off of the 2014 list. But enough with speculations lets take a look at the substance of the report. Like the other reports, this one starts off with a short letter from the CEO, Howard Schultz. The letter notes that the company will focus it’s efforts over the next few years in three areas where 8 they can have the biggest impact: building a future with farmers, pioneering green retail on a global scale, and creating pathways to opportunity for young people. The first section deals with investing in coffee farmers and their communities. In 2004 Starbucks launched Coffee and Farmer Equity (CAFÉ) Practices, which is comprehensive sustainability standards for the coffee industry. Starbucks set a goal in 2008 to ethically source 100% of Starbucks coffee by 2015. In 2014 Starbucks ethically sourced 96% of its’ coffee. In 2013 Starbucks purchased its first coffee farm which is not only fully operational but is also an agronomy research and development center. Apart from the coffee farm that Starbucks purchased, there seems to be little innovation going on presently to improve sustainability in farming practices. Starbucks second focus area is on green retail. In 2014 Starbucks opened its 500th LEED-certified store. This represents a decade of green building, with 98% of companyoperated new stores built to LEED standards. Water conservation is another facet of the company’s green retail. Starbucks set a goal in 2008 to reduce its water use in companyoperated stores by 25% by 2015. In 2014 they are at a savings of more than 23%. In 2008 the company also set a goal to reduce energy use by 25% in 2015, to date they have only improved by a net total of 4.6%. This is far from the goal, and most concerning is that there is no solution offered, just that they will continue to try and reduce energy consumption. A big problem for Starbucks is recycling of the many cups that Starbucks beverages come in. They have put recycling in 47% of company operated stores but face challenges in areas where recycling isn’t provided. A solution to this would be the use of reusable cups, but Starbucks goal to serve 5% of beverages made in stores in reusable cups by 2015 is not looking promising because 2014 showed a stagnant 1.8% use of reusable cups. This seems to be the biggest area where Starbucks should be focusing their sustainability efforts. The last section focuses on Starbucks’ efforts to create pathways to opportunity. The company provides an education benefit plan to help Starbucks’ employee finish their degrees through Arizona State University. The company has provided 2,000 jobs to veterans and military spouses in the last year and part of a multi-year strategy to hire 10,000 military and spouses by 2018. Another big Starbucks program is the Customer Service Retail Excellence Training Program that helps students develop customer services skills. The last thing mentioned in this section, is the seemingly obligatory mention of diversity and inclusivity. The report ends by telling stakeholders what’s next. Unfortunately this provides zero measurable goals and simply says that over the next year Starbucks is going to engage 9 stakeholders to determine what goals to set for 2020. There are then four pages of charts/pictures documenting the company’s progress goals. Reading this report and comparing it to the great reports the three other companies provided, makes it pretty clear why Starbucks fell off the Corporate Citizen top 100 list. Starbucks does a great job of bragging about all their great programs without providing too many actual quantitative measures or prospective areas of focus. At this point it’s clear that Starbucks most successful program has been sustainably sourcing coffee, they now need to move on to their much less successful sustainable packaging program. Obviously getting people to bring their own reusable cups is not working, so it seems that they need to have a new plan that focuses on creating cups that are more sustainable, and implementing better or new recycling tools. III. Report Comparison The first three reports are an example of what Ceres Roadmap is looking for. They discuss all the areas the Roadmap says are important and provide readers with short term and long-term goals, as well as the progress that has been made in achieving those goals. These reports are not fluff pieces that champion all of the positive programs of the company while just completely ignoring what is not being done. These thorough analysis’ presented help shareholders to get a seemingly accurate picture of the companies sustainability progress. The strength of these reports was a bit surprising considering the less than enthusiastic 2012 findings by Ceres on company Roadmap reporting. The expectation coming in was to find public interest puffery that touted each company as this great environmental and community actor. Instead, we found three companies that have implemented the Ceres Roadmap in to their sustainability disclosure and in doing so have provided shareholders with valuable information. I think the most important similarity between the first three reports is the emphasis on 2020 goals. This emphasis makes it clear that all of these companies have been utilizing the Ceres Roadmap. 2020 goals are notably missing from the Starbucks report and only mentioned as something they are going to work on this year. However, as Ceres stated, the key success measure will be performance. Ceres is not going to let companies get away with not providing any quantitative data. It helps companies show their quantitative improvements when they focus on key areas of impact. I think that was one of the most important qualities of these reports. They did not list the million things they were doing but instead have focused their sustainability efforts on key areas that have been identified through shareholder engagement. In contrast to the first three reports, Starbucks provides a report that is only eighteen pages long and provides no future improvements or benchmarks. Starbucks was named to the CR’s 100 Best Corporate Citizens in 2013 ranked 39, and then just one year later, they don’t appear on the 2014 list at all. This was perplexing. How does a company that was doing so well in 2013 then fall off in 2014? The problem is definitely in the reporting. The 2013 report was an adequate report much more similar to the three other 10 reports this paper analyzes. The 2014 report on the other hand was more what I was expecting from all the reports. This report was lacking in so many areas, but I think the most striking area was the lack of any future goals or innovations in the works. They talked about all the great programs that have been running for years and the progress they have made in those areas, but they did not provide any information on how they were going to solve risks such as packaging and the use of disposable cups. It was clear that this report was not done following the Roadmap. In order for Starbucks to get back on the CR’s Top 100 list, they need to focus more on the areas of concern for their business and utilize the framework provided by the Roadmap. IV. Conclusion These four reports show an accurate picture of sustainability disclosure and reporting today. Companies who follow and implement the tools provided by the Ceres Roadmap are presenting reports that are far superior to those presented by companies who are not following the Roadmap. This is much easier to see by comparing the reports of companies like Coca-Cola, General Mills, and Campbell’s with reports like Starbucks. At the half-way point to 2020, reporting is still far below Ceres expectations. It is going to take massive efforts by companies to overhaul their reporting and produce reports that follow the guidelines the Roadmap provided, in order to meet those 2020 goals. It is encouraging to see that some companies have embraced sustainability and the Roadmap. Eventually companies in ever sector will realize the vast impact that climate change is having and see that sustainability is imperative to the long-term success of any business. 11