IF WE WERE GOING TO HAVE A BUSINESS WE WERE GOING TO HAVE ONE THAT - - PowerPoint PPT Presentation
IF WE WERE GOING TO HAVE A BUSINESS WE WERE GOING TO HAVE ONE THAT WAS CONSISTENT WITH OUR VALUES. - Jerry Greenfield - SUSTAINABILITY AT BEN AND JERRYS BY AKSELI KALLIO, ALEXANDRA BARTON, ANH NGUYEN, FRANCI HYSENBELLIU, LINA LANDGRAF
IF WE WERE GOING TO HAVE A BUSINESS WE WERE GOING TO HAVE ONE THAT WAS CONSISTENT WITH OUR VALUES.
BY AKSELI KALLIO, ALEXANDRA BARTON, ANH NGUYEN, FRANCI HYSENBELLIU, LINA LANDGRAF
Final Assignment Presentation - Sustainable Business
AGENDA
American ice cream company Founded by Ben Cohen and Jerry Greenfield in 1978 First scoop shop in a renovated gas station in Burlington, Vermont The year 2000: the subsidiary of Unilever Headquarter in South Burlington, Vermont Main factory in Waterbury, Vermont CEO: Jostein Solheim
AMERICA
SUBSIDIARY OF UNILEVER
BEN & JERRY’S HOMEMADE HOLDINGS INC.
Competitiveness
World’s 4. best sold ice cream brand in 2016 (Forbes, 2016) Market share 8.7 % in USA in 2017 (Statista, 2017) Competitive advantages: quality, passionate employees, unique flavors and textures, brand loyalty, strategic CSR, culture leadership
Changing Dynamics
Fast changing trends and market conditions => Constant research for new flavours Growing market: ice cream market projected to increase 30 % from 2017 to 2024 (Statista, 2018)
Stakeholder pressure
The strategy must be acceptable to the Stakeholders“ (Chandler, 2017, p.232) More people expect social and environmentally friendly behaviour
Value Drivers
Passion and vision of the founders Commitment of employees Company culture Customer loyalty and support
Sustainability issues
Climate change Fair-trade products Supporting local farmers Non-GMO products Sustainable supply chain
BUSINESS CONTEXT
CREDIBILITY & TRANSPARENCY CONTENTS
the action or activity of gathering information about consumers' needs and preferences.
STRENGTHS WEAKNESSES
Detailed information Videos Personal stories, so people can relate Many articles in the news section Influential content Many graphs and pictures Many colours Interactive website Simple, but pretty design Easy to read the language, everything explained in a simple way COMMUNICATION Certified B Corporation CSR included in business strategy Work with partners (international rescue committee, NAACP, Demos etc.) Actions that support claims (petitions, initiatives, demonstrations etc.) Repetition “Self-pity” => “But there is much more happening in our dairy supply chain that doesn’t get the kind of public recognition it deserves.” Too much information and links to click on Hard to find certain content without the help of the search function Some fonts hard to read Organic Consumers Association (OCA) found glyphosate in the company's ice cream => Contradiction to their claim of ‘natural’ products, misleading consumers
SUSTAINABILITY REPORTING
The ice cream mix is transferred into the Surge Tank where it's stored until it is ready to begin the pasteurization process.
When the trucks arrive at the factory, the milk and cream are pumped into storage silos. Ensures every flavour
cream meets the standards of product excellence. Products are distributed nationwide and around-the-globe.
The farms Factory Quality assurance Distribution
HOW BEN & JERRY’S MAKE ICE-CREAM
INGREDIENTS SOURCING & PURCHASING PRACTICES
Using ingredients and the power of our purchasing decisions to support positive change
Caring dairy
is a program that's helping farmers move toward more sustainable practices on the farm.
Cage free eggs
"The eggs we buy come from Certified Humane cage-free farms. "
Non-GMO
"Standing with the right to know what’s in our food supply by supporting mandatory GMO labelling legislation."
Fair trade
"Fair trade is about making sure people get their fair share of the pie. The whole concept of fair trade goes to the heart of our values and the sense of right and wrong.” Jerry Greenfield, Ben & Jerry's Co-founder
"We know our footprint, are working throughout our
CLIMATE CHANGE PRODUCTIVE WASTE Waste is put into methane digesters with other farm waste – where it generates energy to power the farms. CLEANER GREENER FREEZER "We use “Lean & Green” freezers which are more climate-friendly and energy efficient"
RESPONSIBLY SOURCED PACKAGING
Paperboard packaging - Forest Stewardship Council certified (forest wildlife, biodiversity and sustainability is protected)
MANUFACTURING PRACTICES
ENVIRONMENTAL ASPECTS
Ben & Jerry’s ice cream flavours are made with non-GMO ingredients
A GMO (genetically modified organism) -- > A plant, animal or organism whose genetic makeup has been modified in a laboratory. Creates combinations of plant, animal, bacterial and virus genes that do not occur in nature or through traditional crossbreeding methods.
In 2002, launched a carbon offsets program for their Vermont manufacturing facilities In 2007, ran their first global warming advocacy campaign.
Fought for climate change & reduce the environmental impact of their business All their ice cream is vegetarian Take fairtrade seriously
All their products have a fairtrade stamp on them
LOGISTICS FOOTPRINT
Certified paperboard for the entire stock
from a forest managed for the protection of wildlife. the boxes are made from 100% post- consumer recycled paperboard.
Supporting Unilever to become the global leader of the clean energy economy Increase energy efficiency and shrink the carbon footprint
invested in efficiencies throughout their manufacturing scoop shops and supply chain
Life cycle analysis of their product
Reveals carbon emissions From the farm to the end of the container
10 - 20% milkfat in total solids 4.5 pounds per gallon 1.6 pounds of total solids
NOMENCLATURE
The predominant flavour Natural flavoring vs Artificial flavorings
OPTIONAL INGREDIENTS
Dairy ingredients, Caseinates, Hydrolyzed milk proteins Levels of acidity Amount of stabilizers
LABELING
FDA standards “reduced fat” must be at least 25% less total fat 25%
ICE-CREAM INDUSTRY REGULATIONS
Substantial business
The substantial business that can lead the global business world
LEGAL APPROACH OF LEADERSHIP
Daughter company
Ben & Jerry’s is a wholly-owned subsidiary of Unilever It's not a governing body in the conventional sense, but a independent Board of Directors (B.O.D.) that's empowered to protect and defend Ben & Jerry's brand equity and integrity.
Independent B.O.D.
RECRUITMENT
You need to be familiar with their social mission and to be able to talk about it. Dog-friendly environment Dress code: business casual Having fun at work is important, but you need to be also professional
BEN & JERRY’S AND THEIR COMPETITORS
They have surpassed all their main competitors beside Dreyer’s by revenue. Ben & Jerry’s does better than their competitors in taste tests done by professionals and normal consumers. Ben & Jerry’s has a stronger connection with their clients. They are more environmentally friendly compared to their competitors. They use higher quality ingredients for their products.
Main competitors: Häagen-Dazs, Pillsbury and Dreyer’s.
PROACTIVE
N E W F L A V O U R S
They have their flavour graveyard, where you can bring back dead flavours. They are constantly creating new flavours, including ones created by celebrities.
F L A V O U R G R A V E Y A R D M O O - P H O R I A
They are adapting by making lactose-free ice cream,
E N V I R O N M E N T A L L Y F R I E N D L Y
Their packaging is innovative and environmentally friendly.
THANK YOU FOR YOUR TIME.
We hope you enjoyed
WORLDWIDE SENTIMENT PERCEPTION
SOCIAL MEDIA ANALYTICS
SOCIAL MEDIA ANALYTICS
PERFORMANCES PER DIMENSION
Media
MEDIA CLAIMS
Reasons Problems media reviewed Aims to improve of B&J
Less than 25% of coop’s suppliers met the Caring Dairy standards Cow: a lifetime of confinement. Publishing “caring dairy standards” page on its website Lab tests from Organic Consumers Association: widely used pesticide. Don't keep its words: Values-led sourcing with farm-worker standards B&J come with a swirl of pesticides. Deceptive marketing: misleading shoppers: environmentally friendly treat Final product: pesticide glyphosate. Actively exploring ways to stop operating in the same broken system Working to improve its sourcing Spend money on helping Vermont dairy farmers: away from conventional farming Committed to no more ingredients using glyphosate-dried crops
The goal for Ben&Jerry’s is to do the right thing.
M E D I A
Nebulous promises according to the media
B E N & J E R R Y ' S
MEDIA THOUGHTS
Each Waffle Cone Has an Average of 259 Little Squares Ben and Jerry started the business after taking a $5 ice- cream class There is a tree house and a slide in Ben & Jerry's offices Ben & Jerry's employees basically get a lifetime supply of ice cream
FUN FACTS
The cow is named WOODY
REFERENCES
B Certified Corporation Website. https://bcorporation.net/ Accessed: 27.09.2018 Bloomberg: Ben & Jerry’s hasn’t cleaned up its act, consumer group claims. URL: https://www.bloomberg.com/news/articles/2018-07-11/ben-amp-jerry-s-hasn-t-cleaned-up-its-act-consumer-group-
Borgh, A., Mård, A., & Nyberg, A., 2005. Values-led business, A study of the Ben and Jerry’s concept and its applicability. Jönköping International Business School. Chandler, D., 2017. Strategic corporate social responsibility: sustainable value creation. 4th ed. Los Angeles: SAGE [2017]. Forbes 2016. The worlds top-selling ice-cream brands. 2016. URL: https://www.forbes.com/sites/yehongzhu/2016/06/21/the- worlds-topselling-ice-cream-brands-2/#1f1dd7db5a89 Accessed: 27.09.2018. Accessed: 27.09.2018. Grand View Research 2018. URL: https://www.grandviewresearch.com/industry-analysis/ice-cream-market Accessed: 27.09.2018 Kate Taylor. 2017. Business Insider. Available at: https://www.aol.com/article/news/2017/07/25/ben-and-jerrys-faces-boycott- threats-after-a-new-study-uncovers/23048090/?guccounter=1 Accessed 28.09.2018 Kennedy, S., 2014. It's a flavour game. Dairy Foods, Vol. 115, 9 Logistics View Point. 2016. Ben & jerry's commits to building NON-GMO supply chains from scratch URL: https://logisticsviewpoints.com/2016/01/25/ben-jerrys-commits-to-building-non-gmo-supply-chains-from-scratch/ Accessed: 27.09.2018. NON-GMO PROJECT. What is GMO? URL: https://www.nongmoproject.org/gmo-facts/what-is-gmo/. Accessed: 27.09.2018.
https://www.owler.com/company/benjerry. Accessed: 27.09.2018.
analytics-for-unilever/ben-jerrys-social-media-analytics. Accessed: 27.09.2018. The NewYork time. 2010. Ben & Jerry’s Builds on Its Social-Values Approach. URL: https://www.nytimes.com/2010/11/17/business/global/17iht-rbofice.html. Accessed: 27.09.2018. Statista 2017. URL: https://www.statista.com/statistics/255054/market-share-of-the-leading-ice-cream-vendors-in-the-united- states/ Accessed: 27.09.2018 Statista 2018. URL: https://www.statista.com/statistics/326315/global-ice-cream-marketsize/ Accessed: 27.09.2018
REFERENCES
Ben&Jerry's website. URL: https://www.benjerry.com/ Accessed: 27.09.2018. Ben&Jerry's website. Ben and Jerry’s flavour graveyard. URL: https://www.benjerry.com/flavors/flavor-graveyard. Accessed: 27.09.2018. Ben&Jerry's website. How we do business. URL: https://www.benjerry.com/values/how-we-do-business. Accessed: 27.09.2018. Ben&Jerry's website. Issues we care about - Climate justice. URL https://www.benjerry.com/values/issues-we-care- about/climate-justice. Accessed: 27.09.2018. Ben&Jerry's website. Issues we care about - Fairtrade https://www.benjerry.co.uk/values/issues-we-care- about/fairtrade. Accessed: 27.09.2018. Ben&Jerry's website. Issues we care about - Fighting global warming. URL: https://www.benandjerrys.ca/en/values/issues-we- care-about/climate-justice/fighting-global-warming. Accessed: 27.09.2018. Ben&Jerry's website. Were suitable for vegetarians. URL: https://www.benjerry.co.uk/whats-new/2017/04/were-suitable-for-