News Release


Report highlights focus on worldwide hunger relief and environmental sustainability, among other areas

  • Kellogg issues 5th annual Corporate Responsibility Report in conjunction w/ #EarthDay. Report available @

  • Through #Breakfasts for Better Days, Kellogg to donate 1 billion servings of #cereal and snacks by the end of 2016

  • Kellogg contributed $52+ million in cash/foods to org.’s worldwide in 2012, including #breakfast & #hunger relief programs

  • We continue to work toward our goal of reducing water use. For example, our Manchester, UK plant reduced water use by 26% in 2012

BATTLE CREEK, Mich., April 22, 2013 – When W.K. Kellogg created cereal, he aspired to improve people’s lives with the foods he made, and, later, through his generous philanthropy. As Kellogg Company releases its fifth annual global Corporate Responsibility report today in conjunction with Earth Day, company officials spotlighted efforts aimed at creating even better days and brighter tomorrows for Kellogg consumers, employees, communities, and the environment. The report documents the company’s continuing progress in four key areas: marketplace, environment, workplace and community. The Report also highlights the company’s global charitable focus on hunger relief, which brings together all of these areas.

Breakfasts for Better Days: Hunger relief for children and families

Because one in eight people around the world faces food insecurity every day, and given the critical role that breakfast plays in providing a good start to the day, Kellogg and  the Kellogg’s Corporate Citizenship Fund, is helping address hunger globally through its new Breakfasts for Better Days™ initiative.

Through Breakfasts for Better Days™ the company has pledged to donate 1 billion servings of cereal and snacks, more than half of which are breakfast, to children and families in need around the world by the end of 2016.

“Driven by our belief in the power of breakfast, our social responsibility strategy emphasizes hunger relief and complements our business as a food company,” said John Bryant, president and chief executive officer, Kellogg Company. “Breakfast is what we do best, and by providing breakfast to people in need around the world, we help fulfill our Purpose of nourishing families so they can flourish and thrive.”

Important progress made in key areas of corporate responsibility

The 2012 report also details the considerable work being done by Kellogg in the four key areas of the company’s Corporate Responsibility strategy:

Marketplace – Kellogg has launched a variety of new foods with fiber, protein, vitamins and minerals, to continue to address consumer health needs

Environment – We continue to make good progress toward our 2015 goals for reducing water use and waste to landfill.

Workplace – Kellogg efforts to attract a more diverse workforce were recognized by the company’s inclusion in the 2012 Top 50 Companies for Diversity, as cited by DiversityInc.

Community – Kellogg contributed $52+ million in cash/products to organizations worldwide in 2012, including breakfast and hunger relief programs.

"Corporate Responsibility has been a cornerstone of our company for more than 100 years,” Bryant said. “Today, as a responsible business leader, we are carrying on that tradition by doing what's right for our environment and society, while enriching and delighting the world with foods and brands that matter."

New Report Available

The 2012 Kellogg Company Corporate Responsibility Report is available online at Again this year, Kellogg will make a one-time $5 donation to The Global FoodBanking Network (up to $10,000) for every person who provides feedback through Nov. 1, 2013, on its Corporate Responsibility Report. To share your comments, email

Kellogg Company’s Corporate Responsibility Report uses the Global Reporting Initiative (GRI) G3 Guidelines for the food sector, which provide a recommended framework and indicators for reporting. Kellogg is reporting at a GRI-checked application level of “B.”

About Kellogg Company

At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2012 sales of $14.2 billion, Kellogg is the world’s leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company.  Every day, our well-loved brands nourish families so they can flourish and thrive. These brands include Kellogg’s®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. Because we believe in the power of breakfast, we focus our philanthropic efforts global hunger relief through our Breakfasts for Better Days™ initiative, providing 1 billion servings of cereal and snacks -  more than half of which are breakfasts - to children and families in need by the end of 2016. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit


W.K. Kellogg founded our company over a century ago with a deep commitment to corporate responsibility.  Today, we continue the legacy of our founder with the launch of Kellogg Company’s fifth global Corporate Responsibility Report, “Better Days, Brighter Tomorrows,” that provides a transparent and comprehensive accounting of Kellogg’s progress, challenges and future direction in four key areas: environment, marketplace, workplace and community.  To view the report visit  The following is an overview of some of Kellogg Canada’s initiatives as it relates to Corporate Responsibility.


The 2012 report covers nutrition and health, responsible marketing, consumer information and labeling, product quality and food safety, and responsible sourcing. Within these areas Kellogg Canada is actively engaged in the following initiatives:

  • We have continued our support of the Nutrition Facts Education Campaign, an innovative collaboration between Health Canada and Food and Consumer Products Canada to better enable Canadians to understand and use the Nutrition Facts table on packaged foods and make informed food choices using a new “% Daily Value” icon. 

  • We are a committed participant of the Canadian Advertising Initiative (CAI) – a voluntary industry program designed to encourage advertising healthier dietary choices and lifestyles for children.

  • We are a member of a number of key industry groups that focus on food safety and quality, including Food Consumer Products Canada and Breakfast Cereals Canada.

  • Our company was honoured with esteemed awards, including Maclean’s Magazine  “50 Most Socially Responsible Companies,” Marketing Magazine “Best Corporate Reputations in Canada,” Reader’s Digest Canada “Most Trusted Cereal Brand,” and Canadian Business Magazine “World’s Most Reputable Companies.”

  • We launched our first-ever educational awareness campaign about the benefits of a cereal breakfast, targeted specifically at Chinese Canadians, one of the largest ethnic groups in Canada.

  • Kellogg Canada’s line of Special K ready-to-eat breakfast cereals were fortified with vitamin D to help facilitate an increase in dietary vitamin D intakes among Canadians.

  • We host many scientific programs and nutrition-related seminars geared toward dietitians, nutritionists and other health professionals, particularly around the importance of breakfast. Educational forums include the Kellogg Nutrition Symposium, the Dietitians of Canada Annual Conference, and the Canadian Nutrition Society Annual Conference.

  • Over time, we have silently lowered sodium as we update product formulas and we have successfully reduced sodium in some of our most popular cereals.

  • We continued to build and strengthen consumer relationships by leveraging new channels to share a steady stream of engaging, value-added content with our Kellogg consumers.  For example, in 2012 we launched the Kellogg Canada Facebook Page.

  • We launched our first gluten-free cereal in Canada – Rice Krispies® Brown Rice Gluten-Free – in response to an increasing number of requests from consumers with celiac disease and gluten sensitivity.

  • We joined with Concerned Children’s Advertisers (CCA) to develop a first-of-its-kind online, interactive game that uses kids’ daily exercise as the energy source for playing.


The 2012 report covers governance and ethics, labour standards, talent management, diversity and inclusion, employee safety, and employee health and wellness. Within these areas, Kellogg Canada is actively engaged in the following:

  • At Kellogg, we not only aspire to be the food company of choice, we want to be the employer of choice in the communities in which we operate. We seek to foster a safe, inclusive, values-driven workplace that develops and rewards employees for ethical behaviour and sustainable results.

  • The Kellogg Canada Diversity and Inclusion Council contributed tremendously toward raising awareness and sensitivity around valuing diversity and creating an inclusive work environment. The Council hosted numerous diversity- and inclusion-focused initiatives for employees. 

  • We were recognized by Women of Influence as a “2012 Canadian Diversity Champion.”

  • Our K-Values™ – Integrity, Accountability, Passion, Humility, Simplicity, Results – set us apart as a company and form the basis of our workplace culture.

  • Learning and development programs are a key part of our effort to develop a powerhouse of talent and become the employer of choice. Programs include the Kellogg’s Business Leader Model, Talent Management program and a comprehensive orientation for new employees, to name only a few. 

  • We promoted health and wellness initiatives internally through our on-site fitness facility for employees that offers fitness classes and challenges, health screenings, flu shots, among other activities.


The 2012 report covers environmental management and performance, sustainable packaging, sustainable agriculture and employee-driven initiatives. Within these areas, Kellogg Canada is actively engaged in the following:

  • Both our Belleville and London manufacturing facilities are 0 waste to landfill (i.e. greater than 90 per cent diversion rate from landfill to recycling/composting). While our Creekbank office facility displayed a 73 per cent waste diversion rate in 2012. 

  • Our Creekbank office facility achieved a 21 per cent reduction in hydro electric usage and a 41 per cent reduction in natural gas consumption between 2008 and 2012 through a variety of initiatives, including: installation of lighting motion sensors in meeting rooms/office spaces, adjustments to thermostats for heating and cooling, an energy management program, and removal of light fixtures in common areas where not required.

  • We have various employee driven environmental initiatives including Earth Hour and Earth Day activities, recycling/composting programs, carpooling programs, and employee GoGreen Teams.


The 2012 report covers strategic philanthropy in four key areas: hunger relief, nutrition and physical fitness, community development, and initiatives that expand opportunities for people of diverse backgrounds. Within these areas, Kellogg Canada is actively engaged in the following:

  • At Kellogg, we believe in the power of breakfast in providing key nutrients to start your day right.  That’s why we’ve launched Breakfasts for Better Days, a new philanthropic initiative from Kellogg and our company foundation, the Kellogg’s Corporate Citizenship Fund.  Through Breakfasts for Better Days, we will provide 1 billion servings of cereal and snacks to children and families by the end of 2016.  We will also support new and existing breakfast club programs across Canada, continue our long-standing support of food banks through product and financial donations, and advocate for the important role breakfast plays in the diet

  • Since 2004, Kellogg Canada has donated more than 1 million dollars in cash and more than 4.7 million lbs of food to Food Banks Canada and its member food banks to support hunger relief in Canada.

  • Through our long-standing partnership with Breakfast Clubs of Canada, Kellogg Canada supports many school breakfast programs across Canada and in the local areas where our facilities are located.

  • Kellogg Canada Care$ recognizes the time and talents our employees contribute to our communities by donating funds to eligible organizations where they volunteer.

  • Our employees regularly volunteer their time and talents to local food banks and participate in community initiatives such as the Daily Bread Food Bank's Food Sort Challenge and Food Bank Canada’s annual Hunger Awareness Week initiative.

  • The annual Kellogg Canada “Share Your Breakfast” program helped support breakfasts in schools across Canada and raise awareness about the solvable problem of hunger in Canada.  

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